Tuesday, 1 July 2008

Google and Family Guy's creator reinvent... some stuff

‘We have reinvented the mass media!’ - really? Well not really, but Google and Family Guy co-creator Seth Macfarlane are having a pretty good crack at it.

Yesterday it was announced that Seth, was entering into a partnership with Google to distribute his new project ‘Cavalcade of Comedy’ through their adnetwork Adsense.
The big switch being that now an ad-network becomes a mass broadcast media…

Lost Remote have nice topline piece on it.

…and here’s me thinking that it always has been.

‘…The partnership with Mr. MacFarlane represents a bold step into the distribution business, one that, if successful, will surely send shock waves through the entertainment business.’ – Kim Malone Scott, Director of sales and Operations for Adsense.

The idea is that Cavalcade of comedy will run across a network of male orientated sites, carrying pre and post-roll advertising, which Seth will (at least in part), play a role in creating.

Well yes this is new news. And yes it is a reinvention of the use of an adnetwork. But is it the future?

Faris in TIGs thinks its pretty ground-breaking:

It turns the broadcast advertising model upside and inside out. The content doesn't create the audience to sell it to advertisers - it goes out and finds its audience, via the advertising, using other people's content, that already has an audience.
Or something.

A kind of marketing cuckoo.

I think its pretty cool. I also think its getting a lot of hype at the moment as it’s Google, and because it’s digital (and digital and televisual entertainment are on a collision course).
It’s certainly not the first example of content as a hook for advertising.
It’s also not the first time this type of thing has been embedded in ad units in other sites.
It is however Google. And that is impressive – because of their size, as well as their willingness to experiment.

I’m not so sure that this is the future of entertainment though … Although I think it could potentially be one way an entertainment brand could distribute its identity online.

Ultimately, for me it doesn’t tally with the way consumers enjoy televisual media at the moment. But could serve to draw them in to a more rich experience… who’s to say they won’t all change in the future though.

Either way I’m looking forward to seeing it.

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