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
IAB’s Shah: Too Many Viewability Platforms Will Hurt Industry

Viewability, the recently-defined metric that defines whether an online ad slot is really viewable by consumers is a wholesale change for the industry – but its benefits may be blunted as too many platforms are vying to help advertisers capitalize, according to Ziff Davis CEO and IAB chair Vivek Shah. ...

image
Marketers Can Reach ‘Meerkats’ With Mobile: Weather Channel’s Dan Young

LONDON — Mobile video heralds a chance for advertisers to reach consumers who may appear to be distracted or in the outdoors – but who are actually highly engaged and watching TV, according to Weather Channel international yield and programmatic Daniel Young. “It’s personal,” Young ...

image
Ooyala Buying Videoplaza To Enhance Video Advertising Breadth

They are two of the best-known names in online video service provision – and now they are coming together as one. Video streaming service Ooyala, itself now owned by Australian telco Telstra, is acquiring its video advertising peer Videoplaza. The buying company says the deal “allows Ooyala to ...

image
Videology Opens TV Practice To Make Buying Smarter

Videology has established a strong profile for itself by helping TV ad buyers make intelligent decisions to buy online video ads. Now it wants to help them buy good old fashioned TV ads in the same way. The New York-based company is opening a dedicated TV practice. As CEO Scott Ferber tells The Wall Street ...

image
Interstitial Better Than Auto-Play: Jun CEO Mulls New Mobile Ads

CHICAGO – Ad network Jun Group’s CEO Mitchell Reichgut “recoils” when he hears about auto-playing ads, the new format being picked by Facebook and others to deliver video messages. But that doesn’t mean he won’t try introducing interruptive ads of his own. ...

image
Facebook is Redefining the Value of of Video Autoplay, Vivek Shah

Historically, videos which start automatically on Web pages and in mobile apps can be offensive to users, but the approach taken by Facebook by setting videos to autoplay without sound, is an important step forward for publishers and marketers, says Vivek Shah, chairman of the IAB and CEO of Ziff Davis, in ...

image
Mindshare’s Cridlin to Brands: Stop Seeking Fans on Facebook — “Organic Reach Is Non-Existent”

CHICAGO – Put your money where your mouth is. That’s the new mantra of digital ad execs who believe gaining free audiences by building viral social audiences is over. “There is an urban myth of organic reach, of something going viral,” Mindshare digital innovation and strategy MD Jim ...

image
AETNA Allocates Most Ad Spend to Digital; Big Piece is Programmatic Video

For the giant insurer AETNA, a majority of its advertising budget is spent on digital media and at least 10 percent of the total spend going to programmatic video, says Gary Templeton, head of media,  in this interview with Beet.TV With advent of the Affordable Health Care Act, AETNA has been focused  on ...

image
Brand Pair-Ups with Publishers Can Drive Key Metrics, Maxus’ Bahler

CHICAGO — Working with a publisher partner can be a smart strategy for branded content, especially to drive awareness and visibility, says Spencer Bahler, Managing Director-Chicago at Maxus in an interview with Beet.TV. “We have some challenger brands we represent and we look to partnerships to ...

image
Leo Burnett’s Geraghty on Branded Content Breakthroughs for Coke, P&G

CHICAGO — Coca-Cola’s groundbreaking small world machines campaign has won awards and reached around the world, but it wasn’t easy to pull off. The goal of the branded content effort was to showcase corporate responsibility but also bridge borders, says Vincent Geraghty, EVP and Executive ...

image
Attribution Is Changing The Currency Of Media: Adap.tv’s Ackerman

Marketers may be moving in to an era when they no longer pay for advertising based on the likelihood of reaching a number of people of a particular kind – but based on actual end product sales as a result. AOL recently acquired two companies in the “attribution” space which will enable this ...

image
Mobiles Are Now Subscribers’ TVs & DVRs: Comcast’s Strauss

In the age of smart glass everywhere, what’s the difference between a TV and a phone anymore? Comcast Cable wants to give its subscribers value by offering them content from their home TV on devices out of home. In this video interview, the company’s video services SVP and GM Matt Strauss tells ...

loader