What's to Come

Ad Skipping - Part 2

An article in the New York Times titled Someone Has to Pay for TV. But Who? And How? Deals with the skipping of ads with DVRs and what could happen via manufacturers of equipment to combat (ok, too strong of a word),, address the potential of falling ad revenues as a result of ad skipping. As I said in my last post, the following things are true:

• Consumers are gaining more control over how and when they use their media
• The problem lies with the lack of relevancy of the ads to the individual, thus they have little content or entertainment value to the consumer.
  

Mechanically disabling features that allow for greater consumer control will only serve to drive them to other alternatives that do allow this control. Once the consumer has tasted the freedom of control over their media, they'll never give it up. The TV industry better be careful of a major back-fire here or stand to lose in a big way.

To the TV Industry: Get better at Contextuality or in other words, getting the right ad to the right person at the right time. Then you give the advertisers a reason to continue spending an insane amount of money with you.

-Andy

posted by Andy Huckaba @ 10:39 AM