Interviews with Digital Media Thought Leaders
New Realities About Advertising
Podcast Audio | Posted by Phil Leigh on March 23, 2009
If you would like to know how the Internet is changing the characteristics of advertising, this audio program is for you.
Businesses are learning that conventional media advertising is not generating the sales leads like it did in the 20th century. For example, the telephone Yellow Pages cannot be relied upon as the primary lead source for small local businesses. Similarly, larger businesses have noted a sharp decline in the effectiveness of newspaper, radio, and television advertising.
Despite this, most businesses appreciate the value of a media relationship with their clients. As companies augment their websites there is an almost unintended change in the nature of that relationship. Whereas corporate websites were initially brochure-ware they are evolving into media and transactional properties facilitating direct connections to the customer and prospect. When such websites provides blogs, news items, and videos germane to their customers’ interests, they become a media resource hitting the bulls-eye of a targeted audience. In short, they are bypassing traditional media.
The trend has several implications.
First, companies regard their website development expenses as advertising expenditures even if their traditional media channels, like newspaper, radio, and television, do not. Thus, a company’s overall “advertising” budget can grow even as it’s spending on outside advertising drops.
Second, TV has proven the value of video as a media tool and corporate websites are likely to increasingly employ it.
Third, as Internet Video gets to the TV the value of a video-enabled website increases exponentially. Essentially, each video-centric website can become a specialized channel on our TVs.
Fourth, in order to establish direct ties to a targeted audience companies are likely to invest an ever-growing percentage of their marketing dollars into media-and-transaction-centric websites.
This is Third Generation Television.
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Categories: Podcast Audio
Tags: advertising, digital-media, Digital-Video, Future-of-Television, Internet-Advertising, Internet-Media, Internet-video, newspapers, online-advertising, Television-Advertising
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