[opendtv] Re: U.S. NEEDS A CLEAR PICTURE OF WIRELESS
- From: Craig Birkmaier <craig@xxxxxxxxx>
- To: opendtv@xxxxxxxxxxxxx
- Date: Wed, 20 Jan 2010 07:55:02 -0500
At 6:47 PM -0600 1/17/10, Manfredi, Albert E wrote:
How would the situation change if people exercised some control over
their lives? It's very simple. Advertizers would notice more
viewership of their material from ad-only supported media, or at
least from media that don't require the subscription fee boost for
content, and the greater viewership in these media would generate
more interest from advertizers. What's ailing broadcasting (aside
from NBC) is advertizer interest and excitement PRIMARILY, seems to
me.
Been there done that.
People, like YOU Bert, have started to take control of their lives
when it comes to intrusive commercials.
Dan is correct. There are times when people WANT to watch ads. IMHO
this is the most compelling reason to watch the SuperBowl. And I do
watch ads va the Internet, when they provide information about
something I am interested in.
The problem Bert is that most of the time, most people are NOT
interested in what is being advertised. If I am male I could care
less about products for females. If I am not in the market for a car,
auto ads are meaningless. If I buy an expensive ticket to watch a
movie in a theater, I get pissed off having to watch 20 minutes of
ads before the feature begins.
Advertisers spend money on ads because even a small percentage of
positive responses may help to stimulate demand for the product that
is being advertised. But advertisers are not dumb. They also
understand that ads are far more effective when they are welcomed by
the consumer rather than intruding on them. One reason that broadcast
TV has declined is that the un-welcomed ad load in these programs has
increased. Skipping through the ads in 24 I am appalled at the length
of these breaks; because of the format of this show with the 24 hour
clock, each time the show returns from a commercial break we see that
3-5 minutes of the show has been consumed by ads. I guess the bad
guys just stop being bad during this time like the football players
who stand around waiting for the sideline timer to tell them that the
game can resume.
One of the most significant uses of the Internet is the ability to
gather quality information about products when making purchasing
decisions. Companies are shifting a significant portion of their
marketing budgets to the support of Internet commerce. I'm in the
midst of this now building the web site for SwampHead. We could run
cheap radio ads in Gainesville to promote the brewery, but why bother
when people stop by almost everyday because they saw our static web
page or, saw a post of Facebook, or read a review in Beer Advocate?
Broadcast TV is not what is dying. The business model, based on
shot-gun advertising that rarely hits the target, is dying.
Advertisers are looking for some degree of accountability for the
money they spend - if someone comes up with a way to get a higher
response level the ad dollars will move to them.
That is why cable is scrambling to to implement the technology to
deliver targeted ads to KNOWN viewers. That is why the Internet is
growing exponentially. These are two-way streets, where the consumer
can give up a bit of personal data with the expectation that the ads
they see may at least be somewhat relevant. Broadcasting is a one way
street that leads to nowhere.
Regards
Craig
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