[opendtv] Re: Analysis: Google-like technologies could revolutionize TV, other media
- From: "Skip Pizzi" <skippiz@xxxxxxxxxxxxxxxxxxxxx>
- To: <opendtv@xxxxxxxxxxxxx>
- Date: Sun, 2 May 2004 20:34:21 -0700
But an important part of this assumption is that targeted ads on the PVR
could be opt-in, so the pop-up blocking defense arguments don't really
apply. One concept is that viewers realize that they'll have to put up
with a certain number of commercials anyway, so why not make them at
least somewhat more relevant to their current needs? When they
initialize their PVRs, they could opt-in for targeted ads, filling out a
profile that identifies their interests. These could change over time
(e.g., I'm in the market for a new car, so for the next few weeks, I'd
like to see new car ads; then I've got a big wedding anniversary, so my
preference switches to jewelry ads for awhile, etc.). I suppose you
could call this "self-targeted" advertising, in which the viewer adds
some pull to the otherwise pushed advertising content on TV.
Broadcasters could sell these spots with different pricing schemes,
perhaps based on how many users actually pulled them down. They could
also offer tiered pricing for regular (non-targeted) spots, charging a
premium for one or more spots in an ad break that could not be replaced
by a targeted ad, or discounts for those that could be replaced.=20
Finally, "tell-me-more" content could also be requested, so instead of
going to the web to see that 5 minute extended BMW spot, you could watch
it on TV, pausing the broadcast show while doing so, then returning to
it afterward, thus keeping viewers from migrating to alternative media.
The question remains whether enough viewers would opt-in to make the
extra work required by broadcasters to enable this worthwhile.
--SP
-----Original Message-----
From: opendtv-bounce@xxxxxxxxxxxxx [mailto:opendtv-bounce@xxxxxxxxxxxxx]
On Behalf Of Tom Barry
Sent: Sunday, May 02, 2004 10:48 PM
To: opendtv@xxxxxxxxxxxxx
Subject: [opendtv] Re: Analysis: Google-like technologies could
revolutionize TV, other media
I think the defenses against ads depend mostly upon how annoying they
get. Until they are overdone people will put up with them and not do
much about it. But past a certain threshold it starts to demand action.
That will likely be true of Internet pop-ups, telephone ads, and regular
TV commercials.
I sometimes wonder if the fate of the broadcasters somewhat now is going
downhill not just because of cable & sat but because they have crossed
the annoyance threshold of how many minutes / hour of commercials people
will put up with.
I see Yahoo going through the same process, at least on my own annoyance
meter. Look what happened to the OpenDTV list recently.
- Tom
Manfredi, Albert E wrote:
> Craig Birkmaier wrote:
>=20
>=20
>>Now imagine a digital broadcast system that is able to deliver=20
>>customized & personalized advertising messages to specific=20
>>neighborhoods (zoning), specific demographic targets, even specific IP
>>addresses.
>=20
>=20
> -----------------------------------------
> http://news.com.com/2009-1025-5201803.html?part=3D3Ddtx&tag=3D3Dntop
>=20
> [ ... ]
> Industry research tends to support that prediction. An estimated 75=20
> percent of national advertisers plan to cut spending on TV commercials
> by at least 20 percent in the next five years, when advertisers=20
> believe that ad-skipping devices like TiVo will be widespread,=20
> according to Forrester Research.
> [ ... ]
> ------------------------------------------
>=20
> Ads targetted to IP addresses already exist. The public tends to=20
> reject these much more intensely than the more benign ads you get on=20
> TV, on public buses, or on billboards. Devices like proxy servers,=20
> firewalls, and the more recent spam filters are aimed
> *specifically* at this type of ad, and Congress too wants to get in on
> the act.
>=20
> It's astonishing to me that any ad research would conclude that in the
> future, that's where all the ad money will go. I would instead predict
> that this form of ad distribution will quickly peak and drop off, as=20
> defenses against it improve.
>=20
> Telephone ads were the prime example of backlash against targetted=20
> ads. People object to being interrupted or annoyed more intrusively as
> opposed to less intrusively, as this sort of targetted ad tends to do.
> Last time I heard the figures, at least half of US households had=20
> subscribed to the do-not-call list. And that was a short time after=20
> the list was enabled.
>=20
> On the other hand, replacing TV ads with a new technique for=20
> distributing *TV ads* could well work out, but that money would still=20
> go to TV businesses. One such technique is product placement right in=20
> the program. But inserting ads more intelligently in programs might=20
> work too. Of course, the more surgically targetted, the less a=20
> broadcast infrastructure is economically viable. I think this is=20
> *even* true for those "great ideas" like filling up people's PVRs with
> ads trickled in over long periods of time. All you're doing is=20
> compensating for an inefficient (for this targetted ad purpose)=20
> distribution protocol by camping out on people's private property --=20
> i.e.
> their disk space. I would bet good money that defenses against this=20
> will soon appear, if they don't already exist.
>=20
> Bert
> =20
> =20
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>=20
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>=20
>=20
=20
=20
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