Tag Archives: product placement

Where I’ve Landed

After a wonderfully restorative break, it is now time for me to jump back into startup land…

I am pleased to announce that I’m re-uniting with another legendary Plaxo alum, Blake Commagere, and joining his startup, MediaSpike, as the company’s COO. We’re building a revolutionary new advertising platform for digital product placement in social and mobile games. The company is aligned with the inevitable future of advertising, which will be less about interruption and distraction and more about encounters between people and brands that are contextual, digital, and interactive – and when done correctly, loved.

Here’s recent coverage of MediaSpike in TechCrunch. Our awesome backers include Google Ventures, Raptor Ventures, 500 Startups, and Team Downey (Robert Downey Jr.’s production company), and more.

For those wondering how big an opportunity this is, consider how dramatically the media landscape is changing and what that means for marketers:

  • Gaming is on the rise (at the cost of other media), with humans now spending over 3 billion hours a week playing video games.
  • In the digital world, attention is shifting at an accelerating pace from the desktop to smartphones and tablets (in the process, threatening established forms of online advertising, especially banner ads).
  • Spurred by the continued rise in DVR-based time-shifting and commercial-skipping, brand advertisers are shifting more and more of their spend toward product placement (with paid product placement projected to top $6 billion in 2014).
  • Despite concerns about how best to do mobile advertising, it is already huge ($2.6 billion in U.S. and $6.4 billion worldwide) and expected to grow rapidly (reaching $11.9 billion in U.S. and $23.6 billion worldwide by 2016).

Bottom line: the attention economy is undergoing a tectonic shift away from traditional media and the desktop and toward smartphones, tablets, and interactive digital content. Advertising needs to be reinvented for this new world, and the folks who figure it out will be digging into tasty slices of a very large and rapidly growing pie.

So, if you’re a marketer for a major consumer brand or a developer of an interesting social or mobile game, please join the revolution. (You can reach me at: john at mediaspike dot com.) Onward!

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