Google's recent announcement that "Family Guy" creator Seth McFarlane will be creating exclusive content for Google, to be served up as part of its AdSense system demands attention, because:
1. The content is uniquely tied to ad revenue through video pre-rolls, post-rolls, or overlays.
2. The content is from a proven creator of programming.
3. There is a significant budget associated with creating the content for "Seth McFarlane's Cavalcade of Cartoon Comedy," a collection of 50 two-minute episodes. Production cost is purported to be in the multimillions.
4. The ever elusive "what's the business model?" question appears to be answered in that when a viewer clicks on the video clip, that advertiser pays a fee.
5. Fifth, the general viewer make-up for this content is better known than is usually the case. This makes it possible to push the content to where the viewer is, instead of creating a presence to which interested viewers must go.
The notion (and the allure) that there may be a way to offer one piece of content that is associated with a number of advertisers for those two minutes is enormous. What does a time-slice mean when you can do that? Instead of being able to only sell, say three spots, if the content is syndicated to 50 sites, that's 150 slices for ad placement (pre-roll, overlay, and post-roll).
As a video creator and advertiser, wouldn't you be tempted to place that bet?
So the "where's the business model," "the content looks crappy," "you don't own the content" musings are rapidly turning into very well-thought-out approaches — and these notions are going to become meaningless in very short order. So I hope.
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