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
Digital First Content Companies Primed for Programmatic TV, SMG’s Delaney

Digital-first content companies such as Netflix, Hulu and AOL are well-positioned for the transition to addressable buying in TV, says SMG programmatic SVP Mac Delaney in an interview with Beet.TV. The recent Digital Content New Fronts mark a transition point in the shift to programmatic buying in TV. ...

image
Ad Tech Is Cyclical: AppNexus CEO O’Kelley

Looked at the ad tech lumascape lately? It’s not pretty; it’s confusing. But it may not be that way forever. The boom in advertising technology is just a natural, cyclical response to a world of complexity, says one of the sector’s top execs. At times, it’s pushed to the background as ...

image
“Convergent TV” Will Take Front Stage at Cannes Lions, Banker Kawaja

The transformation of television and the emergence  “convergent TV,” will take front stage at the Cannes Lions Festival next month, predicts Terence Kawaja, co-founder and CEO of LUMA Partners, a prominent investment bank in the media and adtech sectors. The discussion of addressable TV, and ...

image
New Standards Around Native Units Mean Big Opportunities for Publishers, PubMatic’s McDonald

While much has been said about the opportunities for publishers to create bespoke content for advertisers, for the medium to scale there needs to be standards so the units can be widely shared and sold programmatically,  says Kirk McDonald, President of PubMatic, a global adtech company that serves ...

image
Guardian Labs Mulls Off-Site Branded Content via Programmatic

LONDON — So far, The Guardian division that produces branded content for marketers has published that content only on The Guardian’s own properties. But that could change soon, MD Anna Watkins tells Beet.TV in this video interview. “At the moment, we are looking to confirm one of our first ...

image
Building a Brand Depends on eCommerce, Razorfish’s Denton

The agency of the future needs to be a “data geek,” says Shannon Denton, CEO North America of Razorfish, in an interview with Beet.TV. “They need to understand all kinds of data and how to push it through to the consumer in terms of experiences that show the intelligence and make the ...

Sarah Wood, Unruly
Unruly Brings “Emotional Programmatic” To US Advertisers

If you had tracked two trillion video views since 2006, you would probably know quite a lot about how people respond to video ads. Sarah Wood has, and her video ad tech firm, Unruly Media, is helping brands understand. “What are the drivers of shareability?,” she says. “Some people think ...

image
Programmatic Audio Ads Get ‘100% Attention': Xaxis’ Bidon

LONDON — So far, the discussion of so-called “programmatic”, automated digital advertising trading has centered on online display and video advertising. But what about advertising in content that no-one can see? Last month, GroupM’s Xaxis programmatic unit announced Xaxis Audio, a ...

image
Tracking From Exposure To Closure Is A Reality: eXelate’s Zagorski

If a tree falls in a forest and no-one was around to hear it, did it really make a sound? Many advertisers have asked themselves that question in years gone by, unable to know whether their analog media spend really made a difference. But digital ads that lead to digital actions mean attribution can ...

image
Teads Touts ‘Outstream’ Video Units for Mobile: Le Monde and Forbes Have Integration

Teads, the adtech company that provides publishers with “outstream,” a solution to insert video advertising into editorial pages, launched a mobile SDK in March and it has been adopted by Le Monde and Forbes, says Bertrand Quesada, CEO, in this interview with Beet.TV Quesada sees robust interest ...

image
Expansion Planned for Guardian’s Programmatic Alliance w/ CNN Intl, Economist, Financial Times...

LONDON — Back in March, The Guardian and four other UK publishers with global ambitions announced they were forming the Pangea Alliance, a shared scheme to pool first-party ad data for ad buyers to target their combined 110 million users in a “programmatic”, or automated fashion. In ...

image
WorldNow Creates Consortium for U.S. TV Stations for Digital Ads

WorldNow, a New York-based online video platform provider for some 400 U.S. local television stations, has announced the formation of a consortium to sell national advertising. At the recent NAB Show in Las Vegas, we spoke with Lou Schwartz, Chief Strategy Officer, about the growing IP-delivered ...

loader