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Bloglumn: Listen & Watch On Demand
Our new digital world is creating anytime, anyplace, any device concepts. New communication on demand: how will this affect advertising?
Apple's iPod: The best just got better? Heineken does it. BNN does it. Podcasting. Podcasting is derived from the name of the iPod portable music player, the playback device of choice of many early podcast listeners. The term podcasting plays upon the terms broadcasting and webcasting and involves the recording of internet radio or similar internet audio programs. These recordings are then made available for download to your iPod or other portable digital audio device. You can listen to the podcast internet radio program while you are away from your computer or at a different time than the original program was broadcast. 
Tivo: TV on demand Visual anytime, anyplace, any device concepts are also entering the on demand market. Tivo is a consumer video component allowing users to capture television programming to internal hard drive storage. Bad for advertising? Maybe, but Tivo announced to add banner advertisements when fast-forwarding commercials and US Congress is even considering a bill that might make fast-forwarding through the commercials on DVDs illegal. The latest on demand TV concept has more impact on advertising: BroadCatching, in short, using feeds and peer to peer file sharing as an alternative to distributing multimedia content on the Internet. It will take a while before everyone will use the necessary technologies, but BroadCatching definitely influences the future of TV. If ads in this context want to grab someone's attention, they first need to get viewers permission with some kind of bait: think about discounts, free samples, or even an opinion survey. This is what Seth Godin calls Permission Marketing: by talking only to volunteers, consumers pay more attention to marketing messages. Advertisers and ad agencies should understand this. 
E. F. Fonkstra |
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posted by BlogFonk: Tuesday, December 14, 2004 [#]