Advertisers to get more control w/Sony's Game Platform

Big advertisers want to own the channels of distribution. Coke has Coke Music, P&G has Home made Simple, and Bud will launch Bud.tv. It's a part of a greater push, especially among CPG companies, to make sure that they are in direct contact with their consumers.

One more piece of this trend came today, in the form of Sony announcing their new network platform for the PS3. Among the features is the ability for advertisers to host tournaments on their own servers (as opposed to a central server).

That's amazing. That's like have a television commercial on your own station, as opposed to on NBC. This is the sort of savvy move that makes tons of sense, and provides a great platform for creative concepting by the advertiser and the agency. When you own the space, you can do whatever you want with it.