Post by account_disabled on Nov 29, 2023 5:37:53 GMT -5
This has had a profound impact on the way television advertising is bought and sold. The Innovator's Dilemma predicts that unit costs at the high end of the old market will continue to rise even as the bottom begins to recede. On those rare occasions when we all sit down to watch the same content at the same time, reaching consumers becomes increasingly valuable. The complexity of content delivered by the time-shifted Internet quickly exceeds human optimization capabilities.
The upfront media market, where Oprah stands on stage praising her shows Phone Number List and networks and seeking tens or hundreds of millions of dollars in spend, is a process that won't survive the shift to digital-scale complexity (if you're familiar with this A TV commercial profile I wrote a few weeks ago). Ads targeting TV-like content have to be bought like that. It has to be real-time (depending on who is actually watching at a given moment), and it has to be market-priced in one form or another (because you can't negotiate all of these things on the fly.
I'm in danger of getting into a deep economic argument, but the impact of all this disruption will be a lot of unbundling and budget reallocation. Editor's note: The following is no longer available. Of course, to some extent, this will open up opportunities for video marketing, whether it's brand-sponsored TV-like content or video ads targeting internet-delivered video (check out the presentation.
The upfront media market, where Oprah stands on stage praising her shows Phone Number List and networks and seeking tens or hundreds of millions of dollars in spend, is a process that won't survive the shift to digital-scale complexity (if you're familiar with this A TV commercial profile I wrote a few weeks ago). Ads targeting TV-like content have to be bought like that. It has to be real-time (depending on who is actually watching at a given moment), and it has to be market-priced in one form or another (because you can't negotiate all of these things on the fly.
I'm in danger of getting into a deep economic argument, but the impact of all this disruption will be a lot of unbundling and budget reallocation. Editor's note: The following is no longer available. Of course, to some extent, this will open up opportunities for video marketing, whether it's brand-sponsored TV-like content or video ads targeting internet-delivered video (check out the presentation.