New New Media Continues

This past week’s rumors about Microsoft’s impending acquisition of Massive isn’t just a validation of the potential of in-game advertising, but I also view it as supporting the notion of what I previously called “new new media” in a post a year ago. While the shift away from traditional advertising dollars has already found its way online, I believe that it increasingly will proliferate into other digital formats and venues.

My original list included the three new new venues: ads in video games, ads in mobile phones, and ads via boxes (DVRs, VOD, IPTV Boxes, IP-based). (And in the meantime, we’ve seen some interesting examples come to light, like birds-eye view advertising in the game “Second Life”) I’ve also subsequently blogged about the opportunity in the proliferation of digital signage. In my mind, I’ve considered adding advertising in podcasts to the list, but my skepticism with the media-type remain. And I’m sure that I should add advertising on downlodable videos to my ipod and a number of other formats.

In reality, though, it isn’t completely necessary to enumerate an exhaustive list. The opportunity for new new media advertising is any place where digital content is consumed. So while the speculated price of the Massive transaction is affected by Microsoft’s investment in XBOX and defensibility vs. Sony, the message I believe is clear: “new new media” isn’t so new any more.

David Beisel

David Beisel is a co-founder and Partner at NextView Ventures. He has been focused on early stage Internet startups his entire career, both as an entrepreneur and venture capitalist. As an investor in the digital media space, David was most recently a Vice President at Venrock and previously a Principal at Masthead Venture Partners. Prior to becoming a venture capitalist, David co-founded Sombasa Media, an e-mail marketing company best known for its flagship product BargainDog. Sombasa was successfully acquired by where David served as Vice President of Marketing. David holds an MBA from the Stanford Graduate School of Business and an AB in Economics, magna cum laude and Phi Beta Kappa, from Duke University. He also founded and leads the Boston Innovators Group, an organization which holds quarterly entrepreneur events drawing a thousand attendees.