NBC’s Vivian Schiller: “Platform Agnosticism is Completely Wrong” for Legacy Media (updated)

By on 07/15/2012 10:00 PM @beet_tv

The concept of "platform agnosticism," the notion that legacy media companies must have their content on all digital outlets is "completely wrong," says NBC News Chief Digital Officer Vivian Schiller in this session excerpt from the Beet.TV Executive Retreat.

The former General Manager of the NYTimes.com and CEO of NPR says that legacy media companies need to craft an experience around their brand which is "native"  to their platform.

Schiller is interviewed on stage by Jason Pontin, editor in chief of MIT's Technology Review.

Digitas VP Paul Kontonis, writing about Schiller's speech on MediaPost, says it "changed his view forever of platform-agnostic." Kontonis was a participant in the retreat.

Publishers Facing Peril and Opportunity

In her comments, Schiller warns of the peril of publishers not being focused on a specific distribution strategy.  A report in this week's Economist reports on the successful strategy of some new organizaitons focusing on international expansion.

Update: 7/15:  MSNBC.com has become NBCNews.com and Schiller will head the operation.  Ths post was originally publshed on 3/20 and updated tonight.

Note to Vivian Schiller, Thanks for Keynoting the #BeetRetreat

Many thanks to Vivian for being the keynote speaker at the Beet Executive Retreat.  I am grafeful for her participation and the others pictured below outside the W Vieques. From left to right: GroupshotAnthony Risicato of Tremor Media's VideoHub; Vivian, Sorosh Tovokali of Videoplaza, Adam Singolda of Taboola, Jason Pontin of Technology Review, Stokes Young of MNSBC.com, Otam Cohen of Wibbitz, Paul Kontonis of Digitas, Eli Goodman of comScore, Zohar Dayan of Wibbitz, me, Joy Marcus of Draper Fisher Jurvetson and Lippe Oosterhof of Livesation.  Please keep up with our posts from the conference at this page.   AP

 

Recent Videos
image
Programmatic Video Can Learn from Display, Razorfish’s Kathuria

As programmatic video continues to grow, it can learn lessons from display ads, says Vik Kathuria, Global Chief Media Officer at Razorfish in an interview with Beet.TV. “We learned from display to be smart and focus on quality of the inventory,” he says, adding that the tech tools and the ...

image
WPP’s Sorrell: We Are a Content Company

Wikipedia may describe WPP as an ”advertising and public relations company” – but CEO Sir Martin Sorrell has a much broader definition that that. Compelled by a muted ad outlook, the world’s largest ad company will go on investing in content makers and taking the opportunity to ...

image
Facebook Taps Innovid for Atlas Ad Serving

As one several announcements this week around the relaunch of its Atlas advertising platform, Facebook has tapped video adtech company Innovid for ad serving. Earlier this week, we spoke with Innovid co-founder and CTO Tal Chalozin about the partnership with Facebook. Here is the Innovid press release.

Amanda Richman, Starcom 2
Starcom’s Richman: Cross-Channel Attribution is Critical

Data is the foundational playbook for marketing today, says Amanda Richman, President, Investment and Activation, Starcom USA in an interview with Beet.TV. Data provides the power to make marketing more effective and to help brands connect more deeply with audiences, she says. That’s why it’s ...

image
Havas Links with AOL for Programmatic TV Ad Delivery Solution

Media agency Havas has expanded its integration with AOL’s programmatic ad delivery platform to include TV ad buying, the companies announced earlier this week at the AOL Programmatic New Front event. For an overview on the growth of programmatic and ad buying, and the expansion of the alliance with ...

image
Omnicom Links with Facebook for Targeted Ad Delivery via Atlas

Omnicom has signed an agreement with Facebook as the first agency holding company to work with Facebook’s Atlas for its ad serving platform, the company announced earlier this week in New York. At the IAB MIXX conference, we spoke with Jonathan Nelson, CEO of Omnicom Digital about the alliance and the ...

image
AOL Links with Publicis in Latest Programmatic Agency Alliance

AOL Inc. has been working closely with major media agencies including IPG Mediabrands and Havas Media around its programmatic offering. This week, it announced an alliance with the Publicis Groupe.   According to a company statement,  ”The move will provide VivaKi, and effectively all agencies inside ...

image
BSkyB Plans Bigger Footprint For ‘AdSmart’ Addressable TV

LONDON – British satellite TV and telco operator BSkyB hopes its AdSmart technology – one of the world’s largest real-world deployments of addressable TV – will soon extend to more TV channels and more countries. Launched in January after lengthy gestation, AdSmart sees different ads ...

image
Buying TV And Video Improves Campaigns: Amnet’s Hobbs

LONDON — In the online advertising industry, many professionals expect advertisers to start moving some of their TV ad budgets in to the fast-growing world of online video, where metrics give them more visible insight in to effectiveness. But not everyone sees the trend as an “either-or”. ...

image
Australia, Europe Lead Private Programmatic Marketplace Adoption, Adap.tv’s Duffield

LONDON — Private-marketplaces, the next generation of programmatic ad-trading platforms, are gaining traction more quickly outside of the United States, as markets work to make up for relatively fewer available ad spots, according to a global video ad tech exec. “A market like Australia is a ...

image
Joining The Dots Is About To Get Hot: Acxiom’s Howe

COLOGNE — So much data, so many new ad tech platforms. Anyone who has seen a lumascape will recognize the confusion that fragmentation wreaks. But there is a way to pull the piece back together, says an ad tech boss. “One of the key buzzwords that we’re going to be hearing about over and ...

image
Programmatic Could Fuel All Media Insights: SpotXchange’s Merwin

COLOGNE — So far, “programmatic” mechanisms for using automation and data to buy better ads have proved useful in the online display segment. Next up, they are destined to change online video ads. But, in the future, Alex Merwin envisages programmatic underpinning entire cross-media ad ...

loader