Here are three new media lessons learned from the 2011 year:
- You don't always need a TV network partner to succeed in web video. The web show What's Trending doubled its viewership after being scratched by CBSnews.com by using social networking and tenacity.
- There's only one Old Spice Guy. Brands are learning that they need to spend money on social media ads, TV ads, online ads, and so on, just as Old Spice did. Any earned media campaign is going to need a big boost of paid media to actually be successful.
- Alternative TV viewing is real. In 2011 we saw ad networks and companies like Rovi, Tubemogul, and YuMe develop ways to add connected TVs to an ad buy. We're going to see more of this in 2012, and already 52 million connected TVs are expected to be sold this year.