TURNER CEO LAMBASTS AD-AVOIDING TECHNOLOGIES
NAPLES, Fla. (AdAge.com) -- With shrinking margins, fragmented audiences and an aging network TV viewing base, Jamie Kellner of Turner Broadcasting told the crowd that 'Without advertising we will damage this country.
It's not that I have all the answers to this conundrum but I find it fascinating that these executives are so short sighted on this subject. Mr. Kellner's solution to this problem?
...is for marketers to increase media buys aimed at high-spending younger viewers. Mr. Kellner also urged marketers to support "multiplexing," the growing trend of sharing content across more than one network. Others have called it "repurposing." He contends that programs played multiple times in one week, either on the same network or on another, can deliver two to four times more viewers with little duplication. "Try to expand your reach and be an innovator"
Now, multiplexing is good. Cable networks have done it to great advantage. But, it won't solve the PVR problem. The other solution involving the increase in media spend to younger viewers flys in the face of some recent factoid I saw about the age/spending curve. I wish I had it right now, but it was along the lines of 75% of all discretionary spending was done by the over 50 crowd.
Of course, he had to say this because this younger demographic is the demographic that makes up his stable of Turner networks.
As unique as this idea is, it could be mildly irritating after a while. A Scottish company, Harris Hynd Ltd. has developed a technology whereby the entire billboard is a loudspeaker. What's interesting is that there are no speakers involved. The technology enables cardboard, foam, or glass to resonate thus creating the sound. These boards can be programmed with any form of audio that is triggered by an infrared sensor.
Interesting. But not if you have 30 of them yacking at you as you walk through the airport. Again, we shall see how the technology is accepted. Stories on the topic:
Ananova - Talking ad posters set to snare passers-by
BBC NEWS | Scotland | New billboards the 'talk' of advertisers
After a 3-4 month period of no updates, the tongue-in-cheek favorite, AdWeak, has updated it's site. In it's editorial, the "editor" ponders whether, after all, advertising might just have a modicum of professionalism:
"After all, perhaps there is wisdom in creative briefs that I simply cared not to hear. Perhaps clients really are the most accurate arbitrators of what is worthy of production and what is not. And in fact, maybe focus groups of bored, middle-aged housewives truly are the bellwethers of all knowledge that is good and pure.
But it seems that I shall never know, for my skepticism has reduced me to nothing more a talentless hack, adrift in a sea of my own misery and bile. The end shall not be a pleasant one for me, I�m afraid. No, not at all. While those who learned long ago to play the game have glad-handed their way into luxurious retirement cottages on the Nantucket shore, I will most likely remain here, awaiting little more than the inevitable worms and their incessant chewing. But it is a fitting fate, and given no alternative I will accept it as my own."
It's been a very dry Summer and early Fall without his wit. I welcome him back.
An insightful commentary by Nick Denton of the value of weblogs as a cost cutting measure to online publishers.
Here is a very nice overview of the Tacoda system written by Rick Bruner of Executive Summary.
A Satellite Radio Killer? Maybe, especially if the service is tiered with a free tier. We'll still have ads, but audio quality will be night and day above what we have now. The interactivity potential is what excites me. The possibilities of what can be done while riding in your car is endless. Of course, that distraction is is on par with cell phone talking and driving so we may have a whole new set of problems.
FCC OKs Digital Radio
As expected, the four-member Federal Communications Commission unanimously passed an order Thursday paving the way for radio broadcasters to immediately begin broadcasting digital transmissions for FM and AM daytime.
This is a fairly obvious outcome. As reported in MediaWeek:
The Federal Communications Commission on Thursday rejected as anti-competitive the proposed merger of EchoStar Communications Corp. and its major satellite TV competitor, DirecTV, according to Todd Shields.
A good Business Week article on the basics of email marketing
In a TechNews article, it is reported that web sites have begun to reduce the restrictions they place on advertisers ad formats. So, now we can expect to see more flying monkeys and dancing babies crawl across our screens. We thought pop ups were bad. At least you can click those closed. Not so with these newer "takeover" formats that force you to view the ad. I agree with the authors opinion on this matter:
As far as I'm concerned, any advertising that takes control of the Internet experience away from those using it might as well take away the Internet. We have had enough of that nonsense from the passive medium of television.
In an article on Slate, it is stated that TiVo will fail. By that, they mean the company, not the technology. One saving grace? License the technology to cable set top box manufacturers and/or providers. The line of reasoning behind this is that one box and one bill is perceptually better then two boxes and two bills. Not to mention the fact that it is insanely difficult to hook TiVo up in tandem with a cable box for the average consumer. I am waiting very patiently for my cable company (Charter) to offer the integrated Scientific Atlanta box. You should wait too.