[opendtv] Re: Analysis: Google-like technologies couldrevolutionize TV, other media
- From: Craig Birkmaier <craig@xxxxxxxxx>
- To: opendtv@xxxxxxxxxxxxx
- Date: Mon, 3 May 2004 09:35:50 -0400
At 8:34 PM -0700 5/2/04, Skip Pizzi wrote:
>But an important part of this assumption is that targeted ads on the PVR
>could be opt-in, so the pop-up blocking defense arguments don't really
>apply. One concept is that viewers realize that they'll have to put up
>with a certain number of commercials anyway, so why not make them at
>least somewhat more relevant to their current needs? When they
>initialize their PVRs, they could opt-in for targeted ads, filling out a
>profile that identifies their interests. These could change over time
>(e.g., I'm in the market for a new car, so for the next few weeks, I'd
>like to see new car ads; then I've got a big wedding anniversary, so my
>preference switches to jewelry ads for awhile, etc.). I suppose you
>could call this "self-targeted" advertising, in which the viewer adds
>some pull to the otherwise pushed advertising content on TV.
Right on the money.
But at an even more basic level, you would enter your demographic
info. With a technology like Visible World, your ads would then be
conformed on the fly to match your demographic metadata. This is not
some future vision. Comcast is doing this today.
> Broadcasters could sell these spots with different pricing schemes,
>perhaps based on how many users actually pulled them down. They could
>also offer tiered pricing for regular (non-targeted) spots, charging a
>premium for one or more spots in an ad break that could not be replaced
>by a targeted ad, or discounts for those that could be replaced.=20
Yup. And if an advertiser was willing to pay 25 cents for a targeted
ad, versus 2 cents per set of eyeballs for a shotgun ad to thousands
of uninterested viewers, the station would authorize your PVR to
skip all of the embedded ads in the original broadcast - you would
not need to pick up the remote to skip ads at every program
interruption. And if you just want to see the content without ads,
you could pay the broadcaster 25 cents to skip the ads.
>
>Finally, "tell-me-more" content could also be requested, so instead of
>going to the web to see that 5 minute extended BMW spot, you could watch
>it on TV, pausing the broadcast show while doing so, then returning to
>it afterward, thus keeping viewers from migrating to alternative media.
Yup. In the time it takes to broadcast a 30 second spot you can ALSO
download a huge navigable product experience, that can be viewed when
you want to explore it.
>
>The question remains whether enough viewers would opt-in to make the
>extra work required by broadcasters to enable this worthwhile.
I personally believe they will. But we are rapidly approaching the
point where people may just choose to pay for content directly to
avoid the ads. Assuming a cost of 50 cents per hour for direct
payment, I could watch 90 hours of content each month for what i
currently pay for cable.
Ala carte pricing of channels is likely to have a huge impact on the
role that advertising will play in the future, and it may even come
it two flavors: no subscription fee for the advertiser supported
version of the programming; a monthly subscription fee for the
version that is free of ads.
Regards
Craig
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