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#3, or where is advertising going...

Posted by Dominick, Apr 20 2006, 04:06 PM

Just got my new K-Jam yesterday, courtesy of the BST forum at a popular discussion website for phones and such. My seller was "JangoTangos" and he was great, btw. In the 20 hours that I've had it, I've been able to set up my Gmail accounts, my GPRS, various settings, hooked onto other people's WiFi, and other fun things. I haven't yet installed ActiveSync 4.x yet, so I'll report any problems later... IF ANY!

So. Advertising. Yeah, the "industry" says that people are continuing the consumer shift from one screen to another to another: Movie > TV > Computer > Mobile Device (MD). What with people Slingbox'ing and Orb'ing stuff to their MD's now, this creates an environment of advertising unrest... or is it opportunity?

Argument for UNREST
TiVo. Blogs n PodCasts. Streaming Satellite Radio. and so forth. These are all available on MDs now. It used to be that ripping movies on your device made you a tech demi-god. Now it's going to take streaming video of a live concert or something to MDs to get people's attention (dibs on that idea!). The Unrest stems from consumers being able to manipulate media: that is skip commercials or avoid them altogether. And what is life without commercials...

Argument for OPPORTUNITY
Here's the reason why marketing types are looking forward to this trend becoming ingrained into society is that: because loyalty or affinity is implied when content is accessed in each User-Controlled Medium (that is, if a kid downloads a soccer Podcast, he must then love soccer, play soccer, buy soccer equipment and wear replica apparel - like a Manchester United jersey...), marketers are able to identify and reach an audience that has a higher percentage to buy their content-relevant goods. Is the marketer reaching a larger audience than usual - no. But it's a more effective audience whose "likelihood" of buying is much higher than the general audience that watches the same TV commercial during Prime-Time. This is similar to "niche marketing", but based on a content profile of a consumer, not demographic-related one. Because the targeted ad is going to be more "universal" to this particular niche audience, the ad can afford to be esoteric, maybe offensive, quirky... but definitely entertaining. I LOVE Nike and adidas soccer commericals; and even though they're on Fox Soccer Channel every other commercial, I watch them in their entirety every single time.

What will tip the scales?
Well, of course compelling content is going to be a major draw, but the reason why I'm bringing this up on my MGN blog is because MD's are going to have to get more advanced, more portable, more battery-sipping instead of chugging, more memory-packing, and so on. This bodes well for me - who is EXTREMELY happy with my K-Jam - and for any other person with a smidgen of geek in them (or a slice of, or perhaps a barrel-ful of). Look at the cell phone's evolution in the last 10 years: we went from Star-Tac to Star-Trek, with (thankfully) no end in sight.

So the moral of the story is: marketing is going to drive manufacturers to keep upgrading mobile devices so that people can get the content they want, when they want... emphasis on the "when."

cheers



Comments

  jimmy6280, Jun 30 2010, 02:13 AM

hmm nice post ,welcome to my blog if u r a flash fans

 
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