taking a break
Somebody’s after me, I can’t pretend to be
Something I know I’m not
And when they come for me – I’ll just let them be
‘Cause all that I need today, I need today
In the linearly scheduled TV world, in addition to pitching products and services, commercial breaks provided viewers time for a nature break, or other quick activities.
Recently, at a partner conference in Paris, it became painfully clear to me that mobile phones are the next really big target for advertising. Yes, I had intellectualized the acquisitions of AdMob etc. but what I heard, really internalized for me the importance of this very substantial media transition.
Media research has shown that though more new media platforms are created, there seems to be more time devoted to all of them. In fact, at this conference several things clicked:
- Integrated backoffice applications are evolving to integrate the distribution infrastructure with the revenue generating and management aspects of the business.
- These applications have a very IT-centric approach, agnostic to medium underpinning, and they treat both content and transactional metadata as – data. All measurable, scalable and manageable over an IP network.
- The mobile device is a very personal, and personalizable appliance. It is with the user on average about 14 hours per day. A very captive, targetable audience.
So, do we need scheduled breaks from media? Or, are we destined to be personally targeted for interruption whenever nature, or the advertiser calls.
Tell me it isn’t so… I’m listening.