[opendtv] Re: Google is now out of the radio ad business

Craig Birkmaier wrote:
 
> I believe there is a larger phenomenon at work here. Ads
> help make the public aware of a product, but they don;t
> convey much information about products. Search engines
> make us aware of products, but even more important, they
> hook us up with detailed product information from the
> manufacturer and/or retailer, AND end user feedback
> about the products.
>
> Same is true for broadcast TV and cable The shift to
> Internet streaming and download enables an entirely new
> level of functionality - the ability to click though on
> an ad on the same screen...
 
The problem with this logic is that we are talking about two different types of 
media, and both of them have their place. (This has been a long recurring 
topic.)
 
If you are browsing the web, you MIGHT be convinced to go off on a tangent to 
pursue some on-line ad shoved in your face. Maybe, depending how busy you are. 
Why? Because you are ALREADY involved in interacting with the medium you're 
using.
 
If you are watching a TV show, listening to the radio while driving a car, 
listening to the radio while doing your chores or while eating lunch, or 
sitting in a movie theater waiting for the show to start, you are hardly likely 
to stop what you're doing to do a lot of interactive stuff with someone selling 
his product. At best, you will try to remember what the ad said, and make a 
mental note to check it out later.
 
So clearly, ads have to be tailored to the medium they are being played on.
 
If the advertizers are still so dropped-jaw-fascinated with the Internet that 
they ignore other viable media that people do continue to use, the only logical 
conclusion I can come to is that this too will pass. They will wise up 
eventually.
 
I can tell you that for me, in no way are Internet ads more successful than 
other types.
 
> I don;t think the auto industry is ever going to return to
> the traditional advertising vehicles they have been using.
> People are growing tired of all the screaming and
> misinformation, and more comfortable with keeping a
> vehicle for 6-10 years...
 
True, people hang on to their cars longer. On the other hand, I'd be mighty 
surprised if people aren't equally sick of annoying web ads that block your 
view of what you're trying to see.
 
This economic downturn is caused by consumers behaving perhaps a little too 
much as they always should have been behaving. Or rather, becoming responsible 
too suddenly. It's a big shock to the economy when people actually decide to 
save a tiny amount of their income, for a change.
 
They'll tire of this new fad, as they tire of all other fads. It's a crying 
shame that so many people are put out of work in the process.
 
Bert
 
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