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<atom:link href="http://adage.com/article/digitalnext/online-video-s-biggest-lesson-2013-tv/238626/#comments" rel="self" type="application/rss+xml" /><title><![CDATA[Comments on: Online Video's Biggest Lesson for 2013: It's All Just TV]]></title>
<link>http://adage.com/article/digitalnext/online-video-s-biggest-lesson-2013-tv/238626/#comments</link>
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<ttl>120</ttl>
<description><![CDATA[It's the year the industry realizes what consumers have been telling us all along: 'online video' is really just television.]]></description>
<item>
<title><![CDATA[By: Chris Portscheller]]></title>
<link>http://adage.com/article/digitalnext/online-video-s-biggest-lesson-2013-tv/238626/#comments-107047</link>
<description><![CDATA[Our company is trying to bridge a gap between online video and e-commerce... http://cinsay.com]]></description>
<pubDate>Mon, 17 Dec 2012 15:11 EST</pubDate>
<author>Chris Portscheller</author>
</item>
<item>
<title><![CDATA[By: Jay Friedman]]></title>
<link>http://adage.com/article/digitalnext/online-video-s-biggest-lesson-2013-tv/238626/#comments-106847</link>
<description><![CDATA[One big disagreement - not with the article but with TV content owners. They aren&#039;t willing to part with their TV inventory to put it on the open market and make it available via RTB. The reason for this is that they see what has happened online and feel the same will happen to them. It won&#039;t in any way. The reason is that with online banners there is significantly more supply than demand. Markets don&#039;t work when there is no balance. With online video, average clearing prices are 5-10x what they are for banners. It&#039;s more even. If you put TV inventory up for bid and marketers aren&#039;t able to kick back knowing they&#039;ll get their 150 GRPs a week through pre-buying, there is a good chance they make even more money - and have lower selling costs!]]></description>
<pubDate>Thu, 06 Dec 2012 10:11 EST</pubDate>
<author>Jay Friedman</author>
</item>
<item>
<title><![CDATA[By: Tom Cunniff]]></title>
<link>http://adage.com/article/digitalnext/online-video-s-biggest-lesson-2013-tv/238626/#comments-106828</link>
<description><![CDATA[Terrific stuff, and exactly right. There are many technical challenges ahead, and thorny business challenges to sort through on the publisher/broadcaster side.

For marketers, it&#039;s time to begin making a major pivot to ensure that brands are optimizing for the right outcomes.

I wrote about that today on Jack Myers Media Biz Bloggers: http://www.mediabizbloggers.com/tom-cunniff/Five-Imperatives-for-Brands-as-Digital-and-TV-Collide---Tom-Cunniff.html]]></description>
<pubDate>Wed, 05 Dec 2012 15:00 EST</pubDate>
<author>Tom Cunniff</author>
</item>
<item>
<title><![CDATA[By: Tom Cunniff]]></title>
<link>http://adage.com/article/digitalnext/online-video-s-biggest-lesson-2013-tv/238626/#comments-106826</link>
<description><![CDATA[Lilly, the pace of change may feel glacial to you, but it doesn&#039;t feel that way to the incumbents in the business. They are well aware they must make leaps, but they have also seen -- quite vividly -- that missteps can be very painful, and possibly fatal. It&#039;s a short ride from being a leader to being a nasty stain at the bottom of the canyon they&#039;re trying to cross :-)

Given what&#039;s at stake, I think the leaders in the ecosystem have been adapting surprisingly fast and surprisingly well. Your mileage may vary.]]></description>
<pubDate>Wed, 05 Dec 2012 14:59 EST</pubDate>
<author>Tom Cunniff</author>
</item>
<item>
<title><![CDATA[By: Tom Cunniff]]></title>
<link>http://adage.com/article/digitalnext/online-video-s-biggest-lesson-2013-tv/238626/#comments-106825</link>
<description><![CDATA[Terrific stuff, and exactly right. There are many technical challenges ahead, and thorny business challenges to sort through on the publisher/broadcaster side. 

For marketers, it&#039;s time to begin making a major pivot to ensure that brands are optimizing for the right outcomes.

I wrote about that today on Jack Myers Media Biz Bloggers: http://www.mediabizbloggers.com/tom-cunniff/Five-Imperatives-for-Brands-as-Digital-and-TV-Collide---Tom-Cunniff.html]]></description>
<pubDate>Wed, 05 Dec 2012 14:49 EST</pubDate>
<author>Tom Cunniff</author>
</item>
<item>
<title><![CDATA[By: LILLY BUCHWITZ]]></title>
<link>http://adage.com/article/digitalnext/online-video-s-biggest-lesson-2013-tv/238626/#comments-106823</link>
<description><![CDATA[Took them long enough.]]></description>
<pubDate>Wed, 05 Dec 2012 14:33 EST</pubDate>
<author>LILLY BUCHWITZ</author>
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