Ad Revolution Interview on CNBC regarding the Business of Viral Video and the Shift to Consumer Control

Had fun in my first national tv appearance, albeit brief.  Julia was awesome and so well versed!!!  

They first showed many stats (all from Visible Measures!) about viral video (essentially marketers creating video content to be viewed and passed along online).  Then we talked a little about how brands are utilizing this emerging ad medium (viral video / social video is THE fastest growing ad segment period).

The Shift to Consumer Control:

In case you are not familar with Visible Measures, we are a video analytics and advertising technology company.  We measure the entire world of video and try to help publishers and advertisers maximize their impact in it. The big shift that is happening across all media is that consumers are in control – they can choose to watch whatever they want, whenever, and on whatever device.

This shift in power to the consumer can be unsettling to brands.  The traditional model with broadcast media enables a brand to get more “airtime” if they spend more.  But with consumers in control to choose, they will naturally gravitate to the highest quality or most “viewable” content.  With Viewable Media, our newly announced video ad network, we utilize our world of video data to help brands get chosen more often.  When consumers choose to watch branded content, EVERYONE wins.  Consumers get more engaging experiences, brands get 100’s of % points higher brand recall, and publishers end up making more money – which can hopefully enable internet video to remain mostly free.  

 

 

Visible Measures on CNBC Street Signs

CNBC is running a weeklong series talking about the “future of advertising” – this week happens to also be the height of the advertising upfront season.I had a chance today to be interviewed by Julia Boorstin on CNBC’s Street Signs to talk about “viral video” and what it takes for brands to get onto the Ad Age / Visible Measures Viral Ad Chart each week.  Here is a photo of the folks at our Boston HQ watching me on the tube.  So great to feel their support!  These guys are the driving force of the company and I am so humbled to work with them!

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The segment was cut short because Jim Cramer showed up (he has so much energy!) but it was an honor to be asked to represent Visible Measures and the broader video sector.  

The Boston Startup Mafia? The story of $5bn Acme Packet and founder Andy Ory

Andy Ory is an amazing guy.  He is incredibly humble, super smart, and happens to have founded and led 2 startups to major success.  His company Acme Packet was the best performing stock of 2010 as designated by Forbes.  He also believes that Boston has its own “startup mafia” ala Paypal – out of the original Boston Technologies – which has spawned many successful companies including Priority Call, Cha Cha, Art Technology Group, and Acme Packet.  I have been lucky to get to know Andy as a part of the work that we have done together with the Mass Technology Collaborative and with 12×12.  Here is the full write up I did on Andy for Mass High Tech. 

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Andy believes that the true measure of startup success is how many other companies a startup spawns.  So driven yet so humble.  Andy is a true example that entrepreneurs everywhere can emulate and look up to.  Andy rocks!!!