[opendtv] Re: Analysis: Google-like technologies could revolutionizeTV, other media
- From: Tom Barry <trbarry@xxxxxxxxxxx>
- To: opendtv@xxxxxxxxxxxxx
- Date: Sun, 02 May 2004 22:47:43 -0400
I think the defenses against ads depend mostly upon how annoying they
get. Until they are overdone people will put up with them and not do
much about it. But past a certain threshold it starts to demand
action. That will likely be true of Internet pop-ups, telephone ads,
and regular TV commercials.
I sometimes wonder if the fate of the broadcasters somewhat now is
going downhill not just because of cable & sat but because they have
crossed the annoyance threshold of how many minutes / hour of
commercials people will put up with.
I see Yahoo going through the same process, at least on my own
annoyance meter. Look what happened to the OpenDTV list recently.
- Tom
Manfredi, Albert E wrote:
> Craig Birkmaier wrote:
>
>
>>Now imagine a digital broadcast system that is able to deliver
>>customized & personalized advertising messages to specific
>>neighborhoods (zoning), specific demographic targets, even specific
>>IP addresses.
>
>
> -----------------------------------------
> http://news.com.com/2009-1025-5201803.html?part=3Ddtx&tag=3Dntop
>
> [ ... ]
> Industry research tends to support that prediction. An estimated 75
> percent of national advertisers plan to cut spending on TV
> commercials by at least 20 percent in the next five years, when
> advertisers believe that ad-skipping devices like TiVo will be
> widespread, according to Forrester Research.
> [ ... ]
> ------------------------------------------
>
> Ads targetted to IP addresses already exist. The public tends to
> reject these much more intensely than the more benign ads you
> get on TV, on public buses, or on billboards. Devices like proxy
> servers, firewalls, and the more recent spam filters are aimed
> *specifically* at this type of ad, and Congress too wants to get
> in on the act.
>
> It's astonishing to me that any ad research would conclude that
> in the future, that's where all the ad money will go. I would
> instead predict that this form of ad distribution will quickly
> peak and drop off, as defenses against it improve.
>
> Telephone ads were the prime example of backlash against
> targetted ads. People object to being interrupted or annoyed
> more intrusively as opposed to less intrusively, as this sort
> of targetted ad tends to do. Last time I heard the figures, at
> least half of US households had subscribed to the do-not-call
> list. And that was a short time after the list was enabled.
>
> On the other hand, replacing TV ads with a new technique for
> distributing *TV ads* could well work out, but that money
> would still go to TV businesses. One such technique is product
> placement right in the program. But inserting ads more
> intelligently in programs might work too. Of course, the
> more surgically targetted, the less a broadcast infrastructure
> is economically viable. I think this is *even* true for those
> "great ideas" like filling up people's PVRs with ads trickled
> in over long periods of time. All you're doing is compensating
> for an inefficient (for this targetted ad purpose) distribution
> protocol by camping out on people's private property -- i.e.
> their disk space. I would bet good money that defenses against
> this will soon appear, if they don't already exist.
>
> Bert
>
>
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