Experience, media and engagement in the networked economy

December 8th, 2006

The Financial Times reports that BSkyB and Google have agreed an advertising alliance. Well documented in the press

The partnership will at first see Google provide its user-generated video, e-mail, search and targeted advertising tools to customers of BSkyB?s five-month-old broadband internet service – the first licensing of the video tools Google bought when it acquired YouTube for $1.65bn in October.
The companies plan to extend the partnership to BSkyB’s core television platform, however, by replacing traditional 30-second television adverts with targeted commercials stored on hard drives in BSkyB’s set-top boxes.
Google’s AdSense technology, which brings up adverts relevant to search terms of users, would be deployed alongside BSkyB?s knowledge of its customers’ profiles and interests.

Attention economics

However I think that the broadcaster could go much further, turning its platform into something that really harnesses the possibilities of our new world. Where by becoming not a broadcaster or entertainment platform, but a network facilitator, BskyB can better engage its customers and deliver a superior experience, that can outperform other broadcasters and competitors.

But for this they need a proper strategic roadmap – this can be achieved by better understanding the human drivers to engage, and the technological possibilities to deliver on that experience.

Attention economics [2

Clawing cash in, is but one way to achieve success.

Think about network facilitation model, when the many strands of: entertainment, news, culture, sport, film etc., are intertwined that the google deal will make real sense.

Its not about a new advertising campaign!! or a new digital agency, or a google deal, but, a cohesive and intelligent approach to belonging to the PULL/network platforms of the 21st Century.

My observation, is that success is not technology driven, but defined by a clear focus on a better customer experience.

Yet what I read, is the technology comes first, to harvest cash flow.

Sure it will work – but how much better could it be?

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