Who is pizza.com?
My
answer: COMCAST purchased pizza.com – not Pizza Hut!
I
believe Comcast purchased pizza.com recently for $2.6 million – although
the name transfer has yet to take place and be announced. Check out Google’s
new “whois information for domains” from Danny
Sullivan at Search Engine Land.
The cable industry wants a larger
slice of the $70 billion TV advertising marketplace. Pizza.com will enable Comcast
to deliver, not just TV advertising, but “addressable advertising” with
personalization power and relevant brand messages to consumers and small businesses
across its new architecture of Voice, Internet, TV and “Gary” as illustrated
in a recent full-page WSJ print ad.
Is
it cardboard or is it content? Content is intellectual property. Comcast’s
triple play is all about its tier approach to bundling – small, medium and
large.
The generic domain, pizza.com, gives Comcast a “local landscape
box.” Land gets developed. One only has to check out the real estate portfolio
articles about Marchex.com to see where revenue-generating pizza partnerships
are being created. Pizza.com is Comcast’s new circular ad network. The growth
is in niche pizza advertising – the micro web slices that are part of this
enormous, deliciously repetitive – huge pie. Pizza is one of the oldest social
networks. Pizza is relationship marketing and personalization on a mass scale.
Pizza, gets everybody’s attention and “engagement.”
Brian
Roberts made a statement in Comcast’s Q4 earnings call:
“I also
want to address our acquisition strategy head-on. We are committed to remain disciplined
in our approach to acquisitions and we'll place every opportunity through rigorous
financial and strategic [filters] to ensure that our investments yield attractive
returns for our shareholders. To be clear, we are not spending any time on any
of the large transformative acquisitions that have been speculating about, such
as Yahoo or Sprint. Instead, we are very focused on running our business and executing
our plans.”
Comcast
acquisition strategy
Comcast does not need Yahoo. Comcast’s
new portal is pizza. What do you think? Email us at dormroompizza@yahoo.com
or webslices@7thstreammarketing.com
I will be writing about why I believe Comcast purchased pizza.com
in future IMHO’s – commenting on Marchex, generic domain names, IAC
City Search, yellow pages, Comcast’s thePlatform, Comcast’s new cordless
phone, zip-code based websites, MSO’s Project Canoe, ad networks, vertical
search, Google’s long tail analytics, A
Slice of Heaven, by Ed Levine – and much, much more!
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