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Friday, March 20, 2009 Topic: Marketing/Advertising Reference: O’Regan, Rob. “The New Reality.” ANA Advertiser: February 2009. pp. 16-22. www.theadvertisementmagazine.com. Technology has made substantial inroads into every aspect of business. One area where it has held a lot of promise, but where it has been slow to deliver results is in the area of television advertising. Technology barely impacted television advertising in the past, as its procurement remained largely the same since the 1950’s. The same usually required large sums of money spent chasing audiences that may or may not be paying any attention. Friday, March 20, 2009 Topic: Marketing/Advertising Reference: O’Regan, Rob. “The New Reality.” ANA Advertiser: February 2009. pp. 16-22. www.theadvertisementmagazine.com. Technology has made substantial inroads into every aspect of business. One area where it has held a lot of promise, but where it has been slow to deliver results is in the area of television advertising. Technology barely impacted television advertising in the past, as its procurement remained largely the same since the 1950’s. The same usually required large sums of money spent chasing audiences that may or may not be paying any attention. The Internet started a dramatic shift in the approach taken toward advertising expenditures, measurement, and value. Internet advertising features audience tracking, measurement, and business conversions. However, until recently business has been relatively slow to embrace Internet campaigns. Usually, companies have piloted small programs in new media but the new media channel has not been resourced anything like traditional advertising. As of the Beijing Olympic Games a much more intensive approach to new media, the Internet, and interactive Television (iTV) has emerged. In the referenced article the commentator indicates that by 2012 online ad spending is predicated to be $51B, while TV will be $75B. That shows a striking turnaround from the early days of the Internet. Several things make this more likely to happen now than in the recent past: (1) consumer experience; (2) availability of the technology; and (3) the movement of TV like applications to the web. “Google offers inventory across multiple networks; advertisers bid on slots based on a variety of traditional criteria, such as by network, by show, or by time slot. But they can also place ads on the basis of keywords associated with inventory.” These concepts make iTV more like TV and an easier entre into advertisers. iTV is not just an emerging trend, but an evolving trend as well. TV advertising will soon become the brand gateway to the online experience. Smaller companies can and should be evaluating these opportunities to extend their brands, optimize their ad dollars, and to extend their relationship with current and potential customers. The numbers tell a compelling story, and now is the time to really listen. I will certainly be looking for more opportunities in new media channels. Let me know how you plan to expand into the area as well.
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