January 20, 2013
Advertising is changing. People are sick and tired of the classic interruption model, where there is some sort of exchange for what you want to see or do, with what you have to put up with to get there. Think about television commercials, or Hulu pre-roll commercials as an example. You are forced to see a message that you have not expressed interest in in order to view media content that you want to enjoy. This is an interruption, and needs to go away.
YouTube has started to change the interruption model for video, while they still get away with interruption, they are more sophisticated about it. YouTube allows for aligning interests with ads, so you are more likely to see an ad that you may find relevant (even more so if you are logged in) and if you don’t find it relevant, then you are able to skip the ad after a brief introduction. While this is not perfect, it is making an attempt at being interesting and then giving the viewer the most important thing, control.
Control is what has become essential for media advertising, services like NetFlix are giving viewers what they want, when they want it, and these learned behaviors are going to need to be translated into every facet of life, people are beginning to expect more control over everything. You can see this start to manifest itself with online banking, and the new trend of the Internet of things, where people can control all of their electronic devices remotely through their smart phone (I am waiting for the delivery of my internet enabled lock). Businesses that fail to give control to their customer are going to start disappearing, and this is very evident within the TV ad spend world.
Businesses that fail to give control to their customer are going to start disappearing
While end consumers are looking for control, actual businesses that are paying for the ads are now demanding accountability for their ad spends. The Internet has been a bane for traditional advertisers, who were accustomed to selling advertising strictly on a slick look of a commercial or print ad, now clients are demanding to know the ROI of any particular campaign.
Fortunately technology is advancing in ways that are allowing a more holistic understanding of advertising and its influence on the consumer, with integration of social media and calls to action to websites, advertisers are able to correlate their traditional media with real word impressions and interactions better than ever before.
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