Google has made their intentions clear; they want to "organize the world's information and make it universally accessible and useful."
While there seems to be little doubt that Google will achieve their mission, the road to success has been a little rocky of late as media companies such as Viacom and CBS, have pulled their footage from YouTube. At issue is who controls content and the attendant ability to generate revenue from it. At stake for Google is their ability to generate revenue from the reported $1.65 billion purchase of YouTube. It's one thing to postulate a financial model, it's quite another thing to execute it. At stake for media companies is control of content and advertiser relationships. But the ability to generate revenue is dependent on the ability to effectively distribute it. And advertising agencies, traditionally the 'middle man'---what happens to them?
This article from Knowledge@Wharton provides an overview of some of the complex issues that are reshaping the media and advertising industries. It may also serve to stimulate thinking about how these changes may impact the way you market your brands.
And while we're at it, Blogspotting points out that YouTube has another hurdle to overcome - ensuring that U.S. advertisers reach U.S. viewers since just 23% of YouTube viewers are from the U.S.
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