What's to Come

Pressure Points

Movement towards more relevant ads with a resulting higher response rate over television and mobile (i.e., targeted ads) has to be driven by the advertisers and not the carriers. The advertisers need to carve out a portion of their budgets to play in this new world of personal marketing, thus creating pressure points for the carriers and intermediate players to speed up their delivery capabilities. I find taking a real-deal to the table changes the answers of the carriers from the theoretical sure we can do that or We're doing that already to the realistic No, we can't do that in April! or We have no idea how to do that. Almost like you're talking to two different people. Yet, the pressure points of the ad dollars will cause breakdowns of normal processes, a re-shifting of priorities and an acceleration of the ability to get the right ad to the right person. Technically the ability to do this is here. Cable boxes have unique and addressable Id's, and mobile phones are the closest thing to a direct one-to-one market. The supporting technologies such as ad serving, analytics and campaign management are being built. The barriers are the old, traditional business models that were built around broadcast advertising. Dedicated ad dollars, led by the advertisers will provide the pressure to remove these barriers.

-Andy

posted by Andy Huckaba @ 7:52 AM