Monday, November 07, 2005
Brightcove Hires Gerber Baby!
Okay, in all seriousness, Brightcove didn't actually hire the Gerber Baby but they did hire Adam Gerber away from MediaVest to be BrightCove's new VP of Advertising, Products & Strategy. What a mouthful, hope he got a good performance based bonus structure. Being VP of a single job is tough, I can't imagine being a VP of 3 areas. Hats off to Adam Gerber and the BrightCove team.The hires signal a major push by companies developing new television advertising platforms. At MTV Networks, Flood will be responsible for all new platform sales for both the music and comedy networks. He reports to Hank Close, executive vice president-ad sales for the MTV Networks Music and Comedy Group. Close said the new platforms would range from on-demand to wireless.
I found some interesting commentary on the Fast Company blog about Adam Gerber and his past experience looking forward. Hah, he even mentions Orlando in his commentary.
I'm the traditional guy who's gone digital in the last five years. I just recently joined MediaVest in the TV buying unit, and I focus on innovation. What is TV going to be? I'm not going to be as well versed on some of these issues, but I'll focus specifically on how interactive television is affecting direct response.
I'd like to step back 10 years ago to Orlando. A lot of what we're dealing with in this space was addressed then. Unfortunately, those trials failed. Now we've got key companies focusing on the interactive space. We're moving from late night and overnight tonnage to primetime. The types of clients that are leveraging this today are Fortune 100 and 500 companies figuring out how to leverage two-way communication through the TV. It's not about the 800 number any more. It's not about the URL. Today, everything is all about the remote. Consumers understand the remote. They use it. It's easy.
We're also moving from sales-oriented messaging to information-oriented messaging. You can choose to interact with additional content and stop the rest of the world while you're doing that. It's about response. Long term, we're talking about an addressable world. We'll be able to serve distinct messaging into the home just as we can on the Web.
Posted By Jason Dowdell at 11:40 AM
Permanent Link: Brightcove Hires Gerber Baby!
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