[opendtv] Re: So Soon? Next-Gen Broadcast TV In Works | TVNewsCheck.com
- From: Craig Birkmaier <craig@xxxxxxxxx>
- To: opendtv@xxxxxxxxxxxxx
- Date: Tue, 3 May 2011 06:49:27 -0400
At 5:52 PM -0500 5/2/11, Manfredi, Albert E wrote:
As far as I can tell, advertizers are still trying to figure this
out. IMO, for example, web site ads are less successful at
attracting my eyeballs than TV ads are. Furthermore, the
demographics of the TV audience is easy enough to determine by the
program itself. So if I find this to be the case, and I also asked
my wife and she seems to feel the same way, I can't believe that the
advertizers haven't figured this out too.
Until recently I would agree with Bert about the relevance of web
advertising; However, lately many of the banner ads I now see are
amazingly well targeted. TV ads are never targeted, other than to
the demographic groups targeted by the program they are inserted into.
But demographic targeting is little more than aiming the shotgun at a
particular audience. And most ads reach people who are not buying -
this is especially true for automobile ads. And frankly, I have
little interest in feminine hygiene ads...
What I am seeing now with banner ads is that when I search for
products, I am seeing this reflected in the banner ads I see in the
days that follow. That's meaningful targeting.
Maybe I watch only the weirdest programs, but quite honestly, I
mostly see "local ads" at the movies. Before the previews and the
feature presentation, that is. On TV, I see all manner of ads for
products available nationwide, and not so much for local stores or
local auto dealerships. You might see ads for Giant Food, but that
chain is available all over the region.
Your experience is being heavily influenced by your behavior and
geographic location.
TV advertising in large markets is very expensive; the number of ad
slots that are available on the major network affiliates are limited
and are too expensive for local mom and pop advertisers.
If you subscribed to cable you would see MANY more local ads - this
is one of the major benefits that the local cable ad insertion
companies bring to the table. I say companies because these are
usually separate entities that are operated to keep the advertising
revenues "off the books" of the cable company that has to negotiate
rates with the local franchise authorities.
Independent broadcasters also run a larger percentage of local ads.
As a consumer of TV, I don't see why "broadcasting" has to die
first, to be "resurrected as a national service." I think that
whether you are a subscriber to an MVPD, or watch FOTA, or use the
web, the actual audience ALREADY thinks TV is a national service. So
it's only a matter of doing what Michael Powell was advocating:
raise the national caps. Nothing needs to die. Things need to adjust
to realities. Everyone in the business needs to "get real."
Again, this is not a question of what the consumer wants. It is what
the politicians and the broadcasters want. There is this little
matter of "localism" that the politicians find very appealing. They
WANT local stations for two reasons:
1. So they can advertise to their constituents (Congressional
districts and States for the Senate candidates.
2. They want to stay in front of their constituents - they get plenty
of free coverage in their districts between elections. IT would be
far more difficult to get this exposure on a national service.
And the station operators want to be local because of the perks this engenders:
1. Exclusive territorial rights to the content they offer;
2. The leverage this exclusivity provides in retransmission consent
negotiations.
3. The audience that is available when there is a local event,
weather or news story that causes viewers to tune in.
The recent tornados in Alabama serve as a good example. Would a
national service bother to break away from programming to cover these
weather events? You could argue that with a properly designed system
only the transmitters in affect areas would break away for local
coverage.
But if you did argue this you would be arguing FOR localism. And this
capability would interfere with the operation of nationwide SFNs, as
there would be interference zones when the content changed on a few
transmitters.
The National Caps exist to create the perception of balance between
the networks (media conglomerates) and the licensees (local
affiliates). Is the concept still valid today?
Perhaps, but given the greed of the politicians for money from
spectrum, it is fair to say that they would prefer to see
broadcasting die. They now have many ways to reach their
constituents...
We had a huge crowd at the Brewery Saturday for the release of our
first bottled beer. The only promotion was Facebook, our web site,
our e-mail newsletter, and word of mouth...
Regards
Craig
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