Me(dia)gnose

It is my belief that Advertising is headed in the direction of marketing on a one-on-basis and while this is still along ways in the future its easy to see with media today that this is the case. Advertising is moving from mass marketingto more personal tailored marketing, from quantity to quality. This, regardless of specific ads, ideas, technologies, media, and pricing will be the goal of advertising.

Mobile is the future. Mobile allows us to not only receive information instantly wherever we are but also lets us update and provided our information to the world simultaneously. Marketers will be able to know consumer’s moods, likes, dislikes, and even their current location. Social media is also giving additional insights into consumers minds. Brands’ presence on social media allows consumers to interact and have a meaningful dialogue with their brands. 

Instead of wondering how many general consumers ads and promotions reached the masses, new technologies and ways of communicating will allow advertisers to know just how many interactions were made with actual extremely relevant targets and also how effective the communication was. If you look far enough down the road and take in to effect how mobile, digital, and social media are affecting communication, I think these one-on-one extremely targeted messages will be the end goal of advertising and given time will come about. The only thing that might stand in its way is consumers’ privacy. In order to reach this level of communication it will require consumers to allow this type of marketing into their everyday life. While still an obstacle still needing to be overcome, I believe given time consumers will see the benefit of personalized advertising. 

Google has just released the first pieces in their grand plan, Chrome OS and the Chrome Web Store. Google anticipates a future in where much of our time is spent online and instead of a computer with Windows or Mac operating systems…all you’ll simply need is a web browser. The more and more we move towards online and the more capable the functionalities of the Internet become the more Google sees hard drives, programs, and traditional operating systems stored on the devices as “overkill.”

Essentally, the Google computing device would boot up virtually instantly and just take the user straight to the Chrome web browser. “In this new world of Web-based software, meanwhile, desktop applications are replaced with Web applications — all of your data and applications are stored on the Web rather than the device.” This would completely revolutionize the computing and online world. Computing devices, no longer limited by having to store all programs and data on the actual device itself, can now be made more affordable and in almost and shape, size, and design.

 After reading this article I do believe this is the future of media…everything accessed through the Internet, created on the Internet, and saved on the Internet. It makes since from both a functionality stand point and a profit one. Not only would this be a simpler way to use and purchase new programs but it would also save consumers a lot of money on both the devices and the programs themselves. Companies will no longer have to spend money making CDs because users will simply use the web browsing OS to purchase and use the applications.

This new way of computing would mean opportunity for advertising since it always changes along with the media it channels through. How would this affect advertising? Would ads begin to show up in everyday programs where there use to be none? I would love to hear people’s opinion on the matter because I think its not only interesting but essential to understanding for the industry’s future.

http://www.cnn.com/2010/TECH/web/12/10/google.chrome.store.cashmore/index.html?iref=allsearch

While the trend of video is definately heading towards a future when we one day receive all the media which is delivered through the television through our Internet devices, is this reality close at hand? According to Adweek, this future is not as close as some have come to believe and its certainly not happening in the next year.

Anthony Crupi gives a 100% money back guarantee, even encouraging readers to print and save his article, about a few “facts” he provides for 2011. The first is that people are watching TV more than ever before. While changes are indeed occurring to this medium, “Advertisers remain so bewitched by the prospect of  reach they poured $8.26 billion into the 2010-2011 upfront.” Crupi also believe this coming year’s upfront will be the  profitable in history.

Another “fact” he promotes is that until live sports are available for online streaming on a more common basis and live prime-time fares can be watched on laptops and smartphones, “Cord-cutting will be limited to the very young and the very broke.” Although seemingly downplaying the threat of the online space for 2011 TV, his fourth “fact” does keep in mind a threat already established within the television market, DVR. With research putting DVRs at around 40% penetration, this could be truly devastating to campaign plans and media margins.

Crupi’s final ”fact” on why TV will be a big player in 2011 is simply that there will be a 2011-2012 NFL season. Eventhough agreements have been realized yet, he has absolute confidence they will be meet and fans will watch.

While I agree with Anthony for the most part I still believe he is downplaying the change from the traditional viewing experience to the online viewing of Television content. Of course TV will be here and strong in 2011, such a giant media cannot simply disappear overnight but here’s my money back guarantee. As bandwidth and functionality of the Internet and its related devices increase throughout 2011, you will see a significant move towards online TV watching.

One thing is for sure for this media, online is its future and I believe the first network to fully embrace that and start preparing and “owning” that digital space, will be the most successful TV network to crossover when the switch is finally inevitable.

http://www.adweek.com/aw/content_display/news/digital/e3i3a15dfaab86484fb053116829bd4b2f6?pn=3

There are 5 key issues regarding government regulations that may highly affect the adverting industry. According to Adweekthey are online privacy, spectrum crunch, net neutrality, media ownership, and retransmission consent. How these play out in 2011 will affect not only how all our media operate but how advertising will pay out in them. Although much legislation has not yet been passed, that hasn’t stopped the advertising industry to begin regulatingitself. Many hope by doing this the FCC will see no need to step in. It doesn’t take a media genius to see how not being able to track site visitors, having the FCC regulate the entire internet, or allowing owners up media to form monopolies and develope types of corss-ownerships will have a big change on the advertising industry and how it deals with the media in which it promotes its messages.

http://www.adweek.com/aw/content_display/news/digital/e3i3a15dfaab86484fb053116829bd4b2f6?pn=2

A recent study shows that print newspaper subscribers who use an iPad often are “very likely” to terminate their print subscriptions. Almost 60% of respondents who used an iPad for at least an hour a day to read news related content said that within the next 6 months they were “very likely” to stop subscribing. Even more interesting was that 10% had already canceled their print subscription and switched to digital newspapers available through the iPad.

Along with everything going digital and mobile so too is the way we receive our news. There is no question in my mind that this is the future of newspapers and news information. However, this doesn’t mean that newspapers have to be “killed” or the advertising in them. 

I agree with Tom Goosmann, and Adweek user who commented on this subject, when he said, “The value of quality journalism is worth paying for regardless of platform.” This is absolutely true. People look at this phenomena as the death of print when it should really be looked at as its rebirth. Yes, everyday it seems we are more moving farther away from the use of traditional print but that doesn’t mean it can’t move into the digital sector.

Since this new digital arena is still fairly new for these publications they have yet to find the right mix of advertising, content, access, and subscription fee but I have no doubt that they soon will. I believe this because they will soon have no choice but to do so and when it’s either make it work or fail…most people figure out what needs to be done.  

As print publications begin being disseminated to the masses through digital and mobile media the advertising that once accompanied the original print content will have to change as well. This is why advertisers today must be looking towards the future and not so concerned with how things were done in the past.

http://www.adweek.com/aw/content_display/news/digital/e3i1f4f9f8a25eab371f1ba920e3c69dea3