I Want More imdb
Just taking a quick break in between feedings, changings and cat naps to write about something on which I’ve been ruminating: imdb is a massively under monitized and utilized asset. As far as I can tell, they sell keyword and display ads and have imdb pro (almost like linkedin for media professionals). Considering that people are spending more time with a computer/tablet on their lap while watching TV/movies, I am astonished there isn’t a more robust offering from imdb. 
Shouldn’t this app be able to know what I’m watching without a typed search query? It should serve up relevant cast and production info, give me links to more information about shooting locations, reviews, trailers, photos and more. imdb has a sign-in feature that lets consumers create a watchlist and rate content, but there needs to be more social media integration; and it should be seamless. People can tweet what they are watching, mentioning relevant actors/celebrities directly from imdb (how come verified facebook pages and twitter handles aren’t in imdb actor pages/bios?) As I’ve said before, TV Guide could be doing something similar, but I think Lionsgate values to asset solely on potential affiliate fee revenues. Why isn’t imdb my goto TV watching companion?
How does this lead to better monetization? The obvious answer is that the more engaging the product, the more page views and, thus, the more click-throughs. I think the less obvious answer can be found by identifying imdb’s parent, which I only did today (after more than 10 years of using the site): Amazon. As a video watching companion, imdb paired with Amazon would be extraordinary. The simple integration is with Instant Video/Prime Streaming. Amazon already features a simple integration on imdb.com pages, but it’s only for the specific show/movie of that page and it is not within the iOS apps. 
If a consumer identifies an actor, director, show, movie, etc that they want to learn more about (or tweet about), there is a decent chance they would want to consume more content with/by that person. 
Natalie Portman’s and David Fincher’s pages should feature some kind of direct links to whichever works of theirs are available on Amazon.com. Make it convenient and they might stay within the app. I’d love to see the trailer viewing statistics for the imdb app, as I bet they are excellent. Is it totally unreasonable to think a decent VOD offering (particularly with a library developed, managed and delivered by Amazon) would do well? The Netflix queue and recommendation engines keep users feeling like they are regularly viewing content they might like. A consumer engaging with imdb is expressing his interests. Amazon has dipped its toe in the water; it needs to dive in.
The bigger opportunity is full sell through capability around product placement. This is much more difficult to implement. There are technological, content tagging and actual product placement sales issues to be resolved (among many others). But I can imagine a robust imdb.com and imdb app, loaded with information about cast & crew, but also locations (restaurants and stores visited), food (pre-packaged or made on a show), clothing (designers or even garments featured) and more for individual movies and tv episodes. Once the consumer finds the desired movie/show page, with a tap of the finger, or click of a mouse, the consumer has an opportunity to buy any relevant product on Amazon.com. With 16 product categories (including a grocery business in Seattle and expanding), Amazon could continue to drive retail share. This would also give brands/advertisers more avenues to reach the TV viewer than the 30-second spot.
Implementation is probably 2 to 3 years away, but the depth of imdb makes the opportunity extremely interesting. imdb, around for 21 years, is the deepest public database of film and TV related information. Amazon should leverage that advantage and add adjacent information, just like they do with retail expansion! At the moment, I don’t see Amazon doing anything remotely innovative or even interesting with imdb.
