Report of the Information Society (SIE12 ) of Telefónica Foundation , the connected television last year grew 800% in Spain. It is therefore a growing phenomenon. Sure enough this figure is relative considering that the penetration of such devices increased from 0.1% to 0.9%. So it could still grow another two times 800% and still not get to meet current Internet penetration.
But is it connected televisions or simply plug? It is suspected that many generation TVs, a large proportion of high-end appliances purchased during the past two years, only used for traditional television viewing and not used, or used in very small measure, to see on TV Internet content.
The evolution of technology is very fast, usually well ahead of the needs perceived by the majority of the population. In many cases progress only become understood and enjoyed by a small minority of geeks or early adopters in others most, slow to penetrate to layers majority of the population.
do not know if this will be the case of the connected television, at the moment there seems to be being part of a boom . The fact is that from the advertising point of view, considering that the Internet is already the second-half investment after TV, and that between the two capture about 60% of the advertising pie, one well understood Connected TV meet the best of both worlds, a whole host of possibilities.
class=”c4″> Advertising Interactive Televisionnot the first time it is raised by the use of interactivity in television advertising. The June 29, 1998 Zenith participated in the first interactive advertising campaign on television made in Spain: the issuance of a Renault Clio spot Digital Satellite Channel was a great success to get over 4,000 calls (from just over 100,000 subscribers who was then the chain) that resulted in more than 1,200 product tests, many more of which were available in the days of open doors and similar. The campaign opened a time, a little over two years, in which more than twenty advertisers campaigned with various proposals interactive (games, promotions, personalized offers, …) in the three then existing digital platforms. But developing an interactive campaign had technological complications, different for each platform and for each type of proposal; too complicated for what you could get then with this kind of advertising and emerging technology.
Now I live the best economic times, the volume of the advertising market has halved in five years, but the number of players who want their share of the minimum slice of a smaller pie has increased: longer only operators are also manufacturers of devices and application developers want to bite. The world of iTunes and Apps , a complete success as a business particular has done much harm to the great mass advertising business.
No time, or inclination, to Unification (which was PAL system for color TV or VHS for video), conversely, each manufacturer seeks its own differentiation and competitive advantage.
one of two paths, which leads to the standardization and simplification of the project, open the door to major advertisers and large investments, the other that of the particular application for each TV model and for each platform, makes it difficult for large devote a significant portion of their budgets to these experiments and leads to a more complex business, based on many small investments of many small advertisers. It seems that the market has chosen this second direction.
I think it’s a mistake.
Instead of fighting over a piece of miguilla, let’s grow the pie and fight later for taking the majority.
us simplify the process.
to discuss the agency and the media need an engineer, the business will take to grow.
for each model of television or television for each requires a different engineer or a different technology, the business will take even longer to grow.
Social class=”c4″> TV / multi
What if, after almost thirty years talking about convergence, now that we have the apparatus in which everything converges prefiriéramos use machines for everything?
That seems to be the way that many people have taken if we ignore the importance given the phenomenon of Social TV : see programming on the TV, connected or not, but discussed from the distance from the couch with a different device: the tablet or smartphone .
still is a minority phenomenon (increasingly less) that we can not lose sight and seems to be revitalizing the television audience more conventional. Not understand the success of some current programs if not for the curiosity of running commentary on the network of friends.
But this is another issue, which I have discussed in several places.
class=”c4″> The importance of measurementWe
20 years Internet advertising (the first Zenith campaigns dating back to 1994) the medium in which, since then, everything could be measured. We have 15 years of advertising in the Mobile , an environment that, in theory, measurement is even easier. Yes, we have long with means only new because we insist on calling them that, but we have not come (or not finish maturing) to the necessary market consensus. And there’s only one thing worse than not having a measure of what we are doing: have five different measurements of the same phenomenon.
measurement should provide a model of representation of reality as well as allow the state of technology at all times.
should be able to measure for any audiovisual content ATAWAD audience ( any time, anywhere, any device ): at any time, in the place to be and the apparatus that is.
But having a good measurement of investing in new technologies and not the time, nor the market, more and more narrow, for that kind of buns.
Again the snake biting its tail: if we do not invest less reliable measurements, but if we do not invest less money to get these measurements reliable.
And when the crisis is over, to be passed, and we apologize to whom can we blame?
(*) I published this article in the April issue of the journal IPMark with celebrating his 50 years in the market.
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