30 One-Way Spots RIP
A giant miss in this article and in general for the ad industry is an understanding of the diminished role TV spots will play in the very near future.
Current TV spots with one -way communication are being ignored more than ever and in their current state will soon be a memory.
Tools like Klickable, that allow the viewer to click on objects they're watching in a video while it's playing in real time, for more information and links to purchase, will be the norm. Klickable has already been used on portals like CBS, Bravo and a variety of other sites.
By the way, Klickable experience delivers best results when embedded in entertainment and news content, not commercials. Watching a cooking show and want to know where to get the special ingredients? Click on them and maybe even get a coupon sent to your smart phone from Deal Chime.
Speaking of smart phones, they will soon be the number one way US consumers access the web. Cell phones outnumber computers by 3x, smart phone penetration is already in double digits and a just released survey conducted by Best Buy shows that even in the middle of a recession, 40% of all cell phone owners who don't have a smart phone, plan to purchase one within the next year.
Couple this with a new higher speed wireless internet which is on the way, including the 700Mhz spectrum recently vacated by TV's migration to HD and you are talking about truly engaging real time, one-to-one communication. With new connection speeds dwarfing 3G, video will become an important part of the hand held web, which will be even smarter than computer based web, because it incorporates GPS location-based messaging, like Deal Chime and other products are already doing.
Additionally, two-way video will become an important platform for smart phones that will quickly change the query and on-line shopping experience.
So, rather than trying to figure out how the web can adapt to support TV spots, our industry needs to be focused on putting the web to work for them. A lot of outstanding tools are already available. Hulu and Klickable is low-hanging fruit. Building Deal Chime into ads to provide the instant ability to shoot offers to phones and computers when the consumer engages is a no-brainer.
Creating informational video chunks that are emotional, engaging and entertaining like a good TV spot, that are designed help consumers make decisions with built-in tools and links and allow them to post their own comments in the content (good or bad) to share with their trust network of friends and family through social media sites will accelerate trust and grow brands faster, because the customer will own and endorse the information.
If this sounds a little far fetched and futuristic, it's not. This is real and it's happening faster than you think. I know because I've spent a good part of my career working in and around communications for wireless telecom, cable,broadband, technology, entertainment, financial services, consumer packaged goods and retail.
I've had enough soggy sandwiches in dark rooms reviewing technological product roadmaps to find solutions in how all these things can become applicable for consumers to know, the :30 one-way spot is dead.
bukmacher says:
Very informative site, i must bookmark it, keep posting interesting articles…
October 12, 2009 @ 6:40 am