An analyst in this Reuters article cracks me up
An analyst in this Reuters article cracks me up. Here's what she says about the deal between TiVo and Yahoo! that has the DVR's online programming service integrated with the portal's TV section:
"I don't see how it's going to drive new incremental subscribers for TiVo. I don't see how it's going to drive incremental revenue for TiVo," said analyst April Horace of Hoefer & Arnett, who added that the deal still appeared "incrementally positive" for the company.
Hm... How could it drive incremental subscribers and revenue for TiVo? Maybe because the company's got the equivalent of a super-targeted sponsorship on one of the Web's top portals. On every single episode page on Yahoo! TV, a "Record to my TiVo box" link will appear. Indeed, even though I'm not registered for the service, when I look at the info about this Seinfeld rerun, I'm told "You can record this program to your TiVo." It involves a high-traffic portal. It offers utility and exposes the TiVo service (and its capabilities) to a TV-hungry audience. Seems like pretty smart marketing to me.
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Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
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