[opendtv] Google-like technologies could revolutionize TV, other media
- From: Monty Solomon <monty@xxxxxxxxxx>
- To: opendtv@xxxxxxxxxxxxx;
- Date: Sun, 2 May 2004 10:07:29 -0400
Google-like technologies could revolutionize TV, other media
By Stefanie Olsen
Staff Writer, CNET News.com
April 29, 4:00AM PT
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."
But that line, as old as Madison Avenue itself, may be headed toward
obsolescence, as the dawning era of digital advertising helps
identify those two halves.
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.
Rather than simple brand exposure, advertisers are adopting a new
mantra: accountability. Pointing to the success of Internet pioneers
like Google, advertisers are seeking similarly efficient kinds of
correlation between their products and what consumers are searching
for, especially as devices like digital video recorders (DVRs) enable
viewers to skip standard TV commercials. It is nothing short of a
seismic shift for many established advertising agencies, which have
often been cast as dinosaurs in the Information Age.
...
http://news.com.com/2009-1025_3-5201803.html
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