There's probably a certain amount of broken furniture at Apple headquarters. I think they're trying to figure out what to do.
The advertising model is extremely simple and very attractive: you simply put your 30-second commercial in front of the video.
There's a huge market for ad-supported streaming video, and it's growing rapidly. The more video there is, the more people try it out and the more advertising money gets made.
There's a gut feeling among advertisers that the 30-second spot is losing potency. Research aside, they're looking for alternatives.
I thought they would start higher and work their way down. The problem is, you can't go up.
People hate the music labels so much now that I don't think this can make things any worse.
They just moved into the fast lane. If you're thinking about getting video distributed more broadly, this is the best scenario.
The extension won't save the company, but the absence of it would have been really bad.
It's still enabling technology that must be built into set-top boxes or consumer electronics devices.
Television networks continue to publish research that traditional TV advertising is potent as ever, but national advertisers aren't buying it and are seeking alternatives to enhance their budgets and move them beyond the customary 30-second spot.
