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September 20, 2005
We are making a Living Hell for Television Advertisers
For those who might be contemplating how all these new ways of watching television complicate the process of advertising here is are excepts from Sean Carton thoughts at ClickZ:
Since the beginning of TV advertising, media buyers have had to consider only where and when to drop an ad... We're fast reaching a point where we'll also have to consider the where and when of the consumer's context...
But things are changing drastically. Video is a hot commodity on the Web, and shows such as "The Daily Show" are seen by more people online than on TV... New advances in portable digital video technology, brought about by cheap Flash RAM chips, allow more people to watch what they want, when and where they want.
... We shouldn't [be] thinking online video is just like TV except for the download times, smaller size, and shorter programming. The viewer context is totally different, and online video's capabilities allow us to do things that just aren't possible with TV.
... New technologies, such as Orb and Slingbox, allow people to watch their home TVs on the Web from wherever they are. Going across the country and don't want to miss your local news? Just hook up Slingbox to your TV, and tune in from your hotel room!
... Video may now be where audio was five years ago. And with rumors that Apple may be considering online video downloads in its iTunes store, video may catch up with audio sooner rather than later.
People are getting used to taking their media with them. ... As we work to consider the new place-shifted world, issues such as context become more important. You can't assume your ads will be seen by people at home. They could be at their desks (an assumption KFC makes with its new site), on the train, or stuck in traffic. Mobility makes a difference, as Europeans are finding out and mobile ad behavior studies show. We must be able to respond creatively to those differences. It's not just about what and where anymore.
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