The times, they are a changin'. This past weekend's front page of the New York Times Business section carried a lead piece titled, "The Future of the 30-second spot"
The article referenced companies such as Navic, Invidi,Visible World and Open TV; the promise of "addressable advertising" and the inevitable challenges - headed up by privacy, but also including question marks surrounding the willingness of consumers to interact (at all)
My daughter teaches me that "sharing is caring", but what does a purple dinosaur know about cable operators and the networks...there's a battle a-brewing between the cable operators and everyone else...and it begins and ends with the ability to release data.
I thought the following quotes really resonated and summed up the situation:
"The 30-second ad pretty much becomes a navigational tool at that point" (Chet Kanojia, CTO of Navic)
"While they rearrange deck chairs on the Titanic, advertisers may be building another boat." (Tim Hanlon, SVP and director of emerging contacts at the Starcom MediaVest Group)
In some respects, the promise of addressable advertising, with the layering of interactivity casts us back to 1997...remember Wink? Many of the same questions and concerns remain and whilst the situation may resemble deja vu all over again, it is decidedly not so, due to the absolute dire stakes that exist in TVLand.
- About 43 million Americans time-shift, using either their VCR's or the rapidly proliferating digital video recorders to watch shows when they want (Edison/Arbitron)
That being said, the Justice League of Addressable Technologies is still very much in its formative stages and it has an Everest to climb before any kind of Summit is reached.
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