Mass customization in media gains more advertising value

Bloomberg reports “Loyal ‘Simpsons’ Fans Fetch Higher Ad Rates on Web.” Premiun programming on the Web has gained pricing power due to the scarcity of popular, targeted advertising inventory. In the future, I would look for the industry to find ways of increasing ad inventory and creating more tools for mass audiences to create and manage their viewing experiences. This is mass customization at its finest: the point of differentiation happens exactly at the point of consumption. Advertisers will pay higher prices for being able to insert themselves into these differentiated moments of value.