GRAVY

Cutting the cord

By
Tim Brunelle
on October 28, 2008 10:17 AM
The end is near.

"If you could only keep one thing out of a list that included your phone, your TV or your computer and Internet connection, what would it be?"

Five years ago, in a study of digitally savvy youth, the answer was "computer + Internet." Now, in a recent study of "digital divas," those "16% of women who are most wired (and) highly viral," according to AdAge, the response is the same.

The end is going mainstream. 

We can live without our land lines.
We can live without TV.
We can even live without our mobile phones.

But we can't live without an Internet-enabled computer.

I can attest to the appeal. My home schedule (two kids under 3) makes it almost impossible to see prime time TV in prime time. My 3G iPhone has greater functionality than the land line (but we're still stuck on the idea of "safety" with the home phone, so we'll likely keep it until we embrace VOIP). 

This shift also has a lot to do with Chris' recent post. Network video players are fast replacing the network TV interface in terms of quality and functionality. Hulu is just too easy, and looks great in full screen mode running on our 32" Aquos off a Mac Mini. Though, I have to say I dig Fox's custom player--it seems to handle the streaming better than NBC's or Hulu. Go, Fringe!

As a frequent business traveler, I've also noticed a potential downturn in revenue for hotels. With free wifi, I can watch free films and network video content. Why order it off the TV? 

The opportunity in this era, it seems, is in following the viewer. How can brands help viewers access content? Owning players, sponsoring skins, and various forms of pre/mid/post roll are worthy--and increasingly necessary and unavoidable--investments. 

Don't block (or ignore) the flow, ride it.

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Why Gravy?
As marketing people we're constantly asked the same question by developers and publishers, "I've got great traffic, but how do I make money from it?" Our experience is on the supply-side of the revenue stream- advertising agencies and media companies. We know what brands, and their agencies, want for their money. And so was born Gravy, the digital revenue consultancy. Gravy helps web start ups, publishers and digital brands figure out how to create income without diminishing user experience or dilute a brand's DNA. In fact, if done right, Gravy can actually improve the utility of your property and enhance user loyalty.
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No. Bill Gates does not need Gravy. But Gravy can be helpful to Web 2.0 start ups, online publications and digital brands. Basically any online idea that brings people together can use a little Gravy.

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Gravy is the sum total of four experts in the field of online media planning, creative and production. Altogether that's 60 years of experience in a field that didn't exist 10 years ago. We know what works (and doesnt). We know how advertising agencies, media companies, marketers and production companies operate. We know who to talk to and how to get deals done. Our clients included Volkswagen and Burger King. In 2006, we bought one of every 16 online video banners in the U.S.

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what can gravy do for me?

We're pretty systematic. We take it step by step until we get you to the finish line. And you don't need to buy the whole program—stopping at any point will put you ahead of your competition. But we recommend the whole Gravy treatment for best results.

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