A lot of hay is being made about “fishing where the fish are” as brands hunt for the right consumers – digitally, it represents a shift in thinking from the old school “get as many eyeballs to my website as possible” to “get me in front of the right eyeballs, wherever they are”.
And it’s not just brands.
Big media is trying to ride the wave – CBS announced on Friday a batch of new digital distribution deals, on top of current deals with AOL, Brightcove, Netvibes and Veoh.
Adweek's recent post mentioned new partnerships include content distribution through:
- Automattic, a blogging software firm
- Clearspring, a provider of cross-platform widget services
- Dave Networks, a provider of an integrated video distribution platform
- Goowy Media, which develops widget platforms;
- meebo, a site for instant messaging
- Meevee, a service that integrates traditional TV listings, online video and gossip items from multiple sources
- MuseStorm, a content syndication service
- Ning, a platform that facilitates the creation of a social networks
- RockYou!, a provider of widgets
- Slide, an online personal media network
- VideoEgg, a network of more than 70 online communities
- Voxant, a viral syndication network
- vSocial, a networking video platform
Which all leads to a pretty simple question: what's the business model here?
And if it's just "promotion" for CBS programming, Viacom shouldn't be suing YouTube, right?