Lots of good stuff in here.
From C/Net News.com The Year In review.
Google-like technologies could revolutionize TV, other media.
The same joke has been around the ad industry for decades: "Half the money I spend on advertising is wasted. The problem is, I don't know which half."
Permission and targeted marketing changes all of that.
After years of failed promises for ads that can pinpoint targeted consumers, traditional media are finally taking interactive advertising seriously, on the Web and beyond. Companies that have advertised for years on platforms ranging from television to billboards are rethinking their marketing strategies, as Internet advertisers work through the technology glitches and privacy issues that have challenged the first wave of the technology.
To see where Phase 2 (or in this case the 2nd wave) will be , click here.
"The creative community is still fixated with 30-second commercials, and the clock is ticking," said Chuck Fruit, senior vice president of integrated marketing at Coca-Cola, adding that brands like Coke spend roughly three-fourths of their ad budgets on television. "That percentage will go down steadily for the next decade to well under half."
TV advertisers let me know if you're interested in how to get your 30 second ad back.
Advertisers say the Web will be the biggest beneficiary of the shift, followed by new forms of interactive television and video-on-demand ads, according to Forrester. That migration will spur greater demand for new tracking technologies that can measure the effectiveness of ad campaigns--hence, the accountability--in online and offline media.
Driving the trend is a larger transition by traditional media to deliver content through Internet Protocol networks, the byways of the Web. An array of home and mobile devices--and even billboards--will be connected to IP networks, bringing access to any content, anywhere, on demand.
What about a device everyone has in their hand all day long? Don't advertisers/brands see the little screen people are looking at all day long, and always have with them?
Maybe if society was carrying their PC monitor with them everywhere they went, advertisers would see it. Just because the screen is small, it doesn't mean you cant reach people with it.
"The whole accountability landscape for advertisers is evolving to outcomes like sales, changes in brand awareness, changes in attitude and behavior," said Fruit of Coca-Cola. "And technology is giving us the wherewithal to make that evolution."
"People will begin to take notice of the paid-search business and what it means--which is a shift from impression to performance advertising," said Geoff Yang, a partner at investment firm Redpoint Ventures.
I think the terms are, the shift is going from interrupted to permission marketing.
Brand advertising, which is generally based on exposure and not on click-through rates, is beginning to surge online with new video commercials and larger display ads.
Wait till the brands use their actual product to determine the click-through rate.
Brand advertisers increasingly want to form relationships with their consumers digitally, even if they're not selling directly to them--and they want the chance to see if those relationships are progressing.
What is a better way than the CD, Coke can, book they have in their hand becoming an interactive relationship?
"We're going to see a transformation in the industry to what we envisioned five years ago to be a much more accountable medium, where advertisers get fair value and see results, and publishers get fair value for their content, and users get a much more meaningful, relevant experience," said Scott Howe, general manager at Drive.
The transformation is called Phase 2 of the Internet and it will revolutionize advertising.
Wanna see what Phase 2 looks like? Click here.