[opendtv] Re: Analysis: Google-like technologies couldrevolutionize TV, other media
- From: Craig Birkmaier <craig@xxxxxxxxx>
- To: opendtv@xxxxxxxxxxxxx
- Date: Mon, 3 May 2004 09:18:59 -0400
At 6:58 PM -0400 5/2/04, Manfredi, Albert E wrote:
>
>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.
Apples and oranges...
people object to pop-up ads that are not related to the content that
they are seeking. The equivalent in TV land would be ads that popped
up while you are watching a show, obscuring the content you are
watching. And yes people would object to this.
What this article and I are talking about are two things that are
very different.
1. Customization and personalization of the ads that already fill programming.
2. The replacement of constant ad interruptions with a few targeted
ads - instead of watching 12-20 minutes of ads in what should be one
hour of content, you might watch 1-2 minutes of targeted ads followed
by uninterupted content.
>
>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.
Not surprising. You clearly didn't get what the article reported. The
whole point is that money is going to move INTO new forms of
advertising that are considered less intrusive, but more useful than
today's shotgun TV ads.
>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.
Any ads that are intrusive, and only seek to sell something are
likely to be rejected by consumers. Telephone solicitation does not
benefit the consumer in any material way; your phone service is not
cheaper and you are not geting something in return (i.e. content you
want).
>
>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.
The point is that you can have more efficient advertising even in a
broadcast infrastructure. You just need to re-think the current
business model. And an important key is that these new advertising
vehicles "should" be permission based. You will allow advertisers to
put targeted ads on your PVR because you will be seeing ads that may
be of interest, in return for far fewer interruptions of the content
you want to see.
Regards
Craig
>
>Bert
>
>
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