Friday, October 06, 2006

OpenBC emarketing conversation...


Brian Moore
Sublimis Inc. and MooreDesign
It's the end of the world as we know it...

We watch the benefit of TV ads diminishing in regards to ROI.

Interuptive marketing has lost its luster– Tivo the commercials...

Marketers and Advertisers look for new ways to catch the consumer...

What happens when TV stations have trouble selling commercial slots? What happens when the revenue stream dries up?

Michael Sloyan
The British Business Club Re: It's the end of the world as we know it...

What happens when TV stations have trouble selling commercial slots? What happens when the revenue stream dries up?

Hi Brian,

You pose an important question. Now more than ever the creative cells of the marketing industry need to be pulsing. I don't believe that the advertising revenue streams will ever run dry... but I agree that the present avenues to market will change drastically. Along with that the creative applications will have to crank up a gear.

Those that grasp the reality of the situation swiftly will profit enormously. Campaigns from here on in will need to be more and more focused on user groups as opposed to "big splash" promotions. Product/Brand placement in all forms of filmed media from movies to sports events & music videos will begin to replace 40 second commercials.

The real growth is possibly in the more intelligent use of viral marketing through social networks and video sites.

"In the land of the blind... the man with the white stick is King!"

Best wishes,

Michael Sloyan
Michael Sloyan wrote:
>I don't believe that the advertising revenue streams will ever run dry... but I agree that
the present avenues to market will change drastically. Along with that the creative applications will have to crank up a gear.

I agree wholeheartedly. TV, as we know it today, will actually be what goes away. There will be a fusion of media like never seen before, where TV, Video, Audio, and Communications meld into one. This intersection will be the most powerful engine of influence, outside of the devine, that man has ever experienced. Already we see what a spoken word can do as it travels through the Net. We've seen the power of lonelygirl15, Numa Numa, podcasts, social networking, and blogs. Harnessing this supernova is another thing:

Consumers have the power to pull the plug. Commercials can be skipped, popup ads blocked, etc. Yes, they have always had this power in various forms– change the channel, turn it off, etc. When TV was the only game in town, people used to sit through the commercials, it was normal. Now it is becoming normal to avoid them at all costs– and the providers of media product taught them this! Ironic, no? You are all fired :)

Who will innovate and set the new standard to "capture the masses"? What form will it take?

Brian

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