Posts tagged ‘multimedia’

really, what is targeted advertising anyway?

Tell me, who are you? (who are you? who, who, who, who? )
cause I really wanna know (who are you? who, who, who, who? )

Much is being said about ‘Advanced Advertising’ in the trade press, articles, marketing papers and suchlike. It is often used so casually, almost with the underlying assumption that the listener has a thorough understanding of what is meant by the term. Speak to a few different media organizations, vendors and media buyers and the disconnect becomes readily apparent.

All advertising is not created equally, and neither is the technology required to deploy it. This is especially true of targeted advertising. And, it really gets hard to create a common business eco-system if everyone’s understanding is different!

Recently, the term of “Advanced Advertising” has slipped into the technology vernacular. It is a very clear euphemism for Targeted advertising, but seems to be trying to mask the very personal, perhaps intrusive nature of advertising, portraying it as somehow a sophisticated, more user friendly, less threatening, high-tech way of selling the same old pimple-cream. Let’s get basic here. This is about marketing. Marketing is about defining and targeting the right audience for the product or service – plain and simple. No need for window dressing in the vain hope that we can slip something in on the unsuspecting public.  Till then we may well be obfuscating, describing different problems and solutions, all nicely disguised as Advanced Advertising. We’ll be creating different standards,  different solutions and different busines practices. Each one better than the next, and all ultimately unusable because none have sufficient critical mass.

Tell me it isn’t so… I’m listening.

PS. So what am I doing about it? Creating a common framework for classifying multi-media targeted advertising. Stay tuned.

March 27, 2009 at 2:34 am Leave a comment

a recession winner?

When there’s too much to do
Don’t let it bother you, forget your troubles,
Try to be just like a cheerful chick-a-dee

According to yesterday’s Yahoo news (Monday March 16, 2009), one of the top 10 recession winners is ‘Hollywood’. The article by Amanda Ruggeri makes the statement that “The number of subscribers to Netflix, the DVD delivery service, climbed 26 percent in the fourth quarter from the same time last year. That helped put the company’s revenue up 19 percent from the previous year. And according to industry researcher Media by Numbers, 2009’s box office sales are tracking 16.5 percent higher than the year before—at this rate, theaters will make $1.9 billion, versus last year’s $1.6 billion—with attendance up nearly 15 percent.”

From my years in media we (i.e. I, and the company’s with whom I worked) anecdotally always saw similar results – the theory being that advertising was a leading indicator of the health of an economy… businesses spend less on ads as things get tight and spend more as they get better. Consumers spend more on escapism to get them through the tougher times. So long form content was inversely accessible to short form content in recessionary times.

What I have yet to rationalize is, why doesn’t free content do even better? Perhaps we cannot accurately measure it, or perhaps as consumers we still need to feel the empowerment that a discretionary purchase brings our self-esteem.

Tell me it isn’t so… I’m listening.

March 17, 2009 at 11:34 pm Leave a comment

when tv grows up…

May you build a ladder to the stars
And climb on every rung
May you stay forever young

Typically, convergence is discussed in terms of technology. But let’s talk about money.

The most amazing thing about media is it’s ‘stickiness’. Print hasn’t gone yet, nor has radio, nor TV. What has changed is the usage patterns of mediums relative to each other. And that affects how much money is invested in different mediums. And that varies with the age and attitudes of the consumer. There has been a lot of discussion that TV is dead, and that the computer has won. Frankly, this is just posturing. It is a matter of definition. Today we define TV as we have known it, tomorrow ‘TV’ will be different. In all instances it supports moving pictures with sound, and in many cases much more. So in ten years, we may habitually (or endearingly) call it TV, but it will be characterized in the following way, it will be:

  • a rich media environment that enables the consumer to be passively entertained, or interactively immersed – the consumer will choose.
  • tethered to the lounge for a family theatre experience, or portable in the pocket or car for a personal engagement – the consumer will choose.
  • the appliance that enables the payment of bills, shopping, playing games, connecting with distant family and friends, and the sharing of memories as photos, videos and voice – the consumer will choose.

Above all, ‘TV’ will remain a prime vehicle that connects the human experience – within and beyond the local community. The main difference between today’s world of TV and that of tomorrow’s, is choice. Today, choice is measured in number of channels and our individual lack of control. It is measured in the things that I “can see” as a viewer. Tomorrow’s choice will be measured in number of services and the things that I “can do” as a consumer.

The 80’s were a tipping point in media. Collectively, the media made more reference to us as consumers than as citizens. Seducing us with, and immersing us in wanton consumerism. And think of the money you could make by tracking these consumers across any device they were attending to at any given point in time. You see, that’s the holy grail of convergence. That’s the money in convergence.

My hope is that with all these choices we’ll become a little more socially conscious and consume less, or at least what we need. And that’s got to be good for our children’s future. These choices will enable us to actually find something worthwhile to do with our time. No more thousands of channels with nothing to watch.

Tell me it isn’t so… I’m listening.

March 12, 2009 at 2:37 pm 1 comment

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