Posted on | October 21, 2008 | 1 Comment
Honda selects Sony for its Fit subcompact launch continuing agency disintermediation trend. Why?
- Overlapping target segments for Sony media products and Fit
- Sony’s media products, relationships enable integrative ad opportunities. How? Attach the ad to Sony-generated video (Sony Pictures, Sony Television) and music (Sony BMG) content.
- Then push it out over Sony proprietary pipes including sites like Crackle (music-sharing), Sony Pix (movies) or Sony Mobile (clips).
- Then push out over Sony affiliate network sites such as YouTube, Hulu, Facebook, MySpace.
Implications for Sony: While it’s just a $500k deal, in my experience gross margins double when you avoid either content or distribution expense. Further, makes Sony more important to affiliates as advertiser aggregator. Volume discounts decrease unit costs w/ increased aggregation. So, it’s the gift that keeps on giving!