We know that tomorrow's media will be digitally integrated, but what will that media entail? Get the inside view on the next wave of digital media opportunities.
Steve Ballmer predicts that in 2015, there will be no media that is not IP-enabled. In other words, 10 years down the road, there will be no distinction between "traditional" and "digital" when it comes to media.
In this future world, I predict that much of the planning of media will remain the same. There will still be a human side to the equation of planning and negotiation. It is the stewardship that will evolve beyond the tear sheet reporting of traditional media and into the action and behavior tracking of the digital media today.
Print goes digital
Many people in the media believe they are currently witnessing the swan song of the newspaper industry. However, the combination of the advancements in e-paper and the proliferation of ubiquitous Wi-Fi leads me to believe that the newspaper industry will experience a resurgence -- once the term "paper" is redefined through electronics, that is.
Consider that major companies such as LG Phillips, Bridgestone (QR-LPD), Fujitsu (Clerk Browser and Fabric PC), Siemens (color flexible displays for packaging), Samsung (carbon nanotube based e-paper) and even Hearst (FirstPaper) are all moving rapidly towards the development of thin, LCD screens that will one day be flexible enough to roll into one's back pocket. While on the morning commute, people will consume news from The Wall Street Journal, The New York Times or the The Chicago Tribune with the click of a button, all wirelessly transmitted via ubiquitous Wi-Fi networks.
Outdoors gets more interactive
The future of outdoor advertising will also be digital, and thus interactive, according to a presentation, which profiles technology from a company called Catchyoo. Catchyoo is in the "interactive out of home" space, like Reactrix and Bubbloo. It provides not only outdoor interactivity products, but back-office scheduling and remote management software that allows for mass distribution to multiple locations simultaneously. This creates a new media business model for outdoor advertising akin to the way we distribute ads on the web today.
Another example of the digital shift in outdoor comes from Inwindow Outdoor and their Interactive Storescapes. With the ability for people to interact with the outdoor advertisement via motion, speech or Bluetooth, the day will come when media companies are being asked to report on the engagement time, downloads or views generated by their outdoor media buy.
Radio plays
Now, consider the evolution of radio. You've probably seen the Ford Sync commercials profiling technology that is powered by Microsoft Auto. Ford Sync is a voice-activated mobile phone and digital music system for your car. With digital music, the technology is currently taking advantage of what is essentially an in-dash MP3 player or MP3 player plug-in. But with interactive radio, there may come a day that you get into your car and plug a memory card into the dash of your vehicle. As you are driving along, you hear a song you like, but the artist is not announced. With two-way digital radio (check out U.S. Patent # 6990312) and the interactive voice response capabilities that you find in Ford Sync and OnStar, you may simply say "song information" and your radio will read the metadata (yes, as I said in my last article, the word "geek" will be applied to media of the future like never before) from the digital broadcast signal and tell you the artist, title and album. You then say "bookmark" and this information is stored on your SD card for later retrieval.
Translate this capability into the advertising world and you get a scenario much like online marketing today. A commercial comes on the radio, which may be behaviorally, contextually or geographically targeted, and you say "bookmark" because you want to check out the service or product at a later time. The advertising information is stored on your memory card and you continue on your day. Later, you plug your memory card into your home media hub (today's IP-enabled game console) and the day's requested follow-ups are presented in some sort of browse-able format. If we continue the trend we are on today, the advertisement was served via an ad-server with digital radio ad-serving capabilities, so the media company that placed the ad has the ability to report on the number of "listenings," "bookmarks" and "conversions" for a given spot. Forgive the "listening" and "bookmarks" metric term assumptions -- these are to be figured out by the IABs and Web Analytics Associations of the world at a later date.
The new TV
Television has been the medium that is most often referenced when discussing the convergence of IP-based technology and media. Given the technical and adoption hurdles required to implement the digital outdoor, digital print and digital radio visions previously mentioned, interactive TV is also the nearest to becoming a reality.
Cox Communications, Comcast and Time Warner are already experimenting with nascent forms of this in key markets, and are expected to begin implementing targeted, on-demand and personalized forms of advertising through their systems in 2010. Personal TV: The Reinvention of Television is a great whitepaper from Forrester on this topic. Needless to say, one day television advertising will also be targeted, interactive and measurable.
With this future vision in mind, it is clear to see that web standards are becoming advertising standards. The language of online media marketing today is the language of the media marketing of tomorrow.
In my last iMedia article, I discussed how crucial it is that the major components of digital media marketing (online display, email, organic and paid search, mobile and web analytics) must be integrated. It is equally crucial that the digital and the traditional media be planned and managed in an integrated fashion. Today we recognize this because of scenarios such as measuring the traffic of a print or TV ad based on a special URL, ensuring that our paid search is aligned with our offline advertising or measuring the cross-media effectiveness of our whole campaign. But it is even more crucial that traditional and digital is integrated because entrepreneurs and engineers are working diligently to ensure that tomorrow's media will all be digitally enabled.
Steve Ballmer predicts that in 2015, there will be no media that is not IP-enabled. In other words, 10 years down the road, there will be no distinction between "traditional" and "digital" when it comes to media.
In this future world, I predict that much of the planning of media will remain the same. There will still be a human side to the equation of planning and negotiation. It is the stewardship that will evolve beyond the tear sheet reporting of traditional media and into the action and behavior tracking of the digital media today.
Print goes digital
Many people in the media believe they are currently witnessing the swan song of the newspaper industry. However, the combination of the advancements in e-paper and the proliferation of ubiquitous Wi-Fi leads me to believe that the newspaper industry will experience a resurgence -- once the term "paper" is redefined through electronics, that is.
Consider that major companies such as LG Phillips, Bridgestone (QR-LPD), Fujitsu (Clerk Browser and Fabric PC), Siemens (color flexible displays for packaging), Samsung (carbon nanotube based e-paper) and even Hearst (FirstPaper) are all moving rapidly towards the development of thin, LCD screens that will one day be flexible enough to roll into one's back pocket. While on the morning commute, people will consume news from The Wall Street Journal, The New York Times or the The Chicago Tribune with the click of a button, all wirelessly transmitted via ubiquitous Wi-Fi networks.
Outdoors gets more interactive
The future of outdoor advertising will also be digital, and thus interactive, according to a presentation, which profiles technology from a company called Catchyoo. Catchyoo is in the "interactive out of home" space, like Reactrix and Bubbloo. It provides not only outdoor interactivity products, but back-office scheduling and remote management software that allows for mass distribution to multiple locations simultaneously. This creates a new media business model for outdoor advertising akin to the way we distribute ads on the web today.
Another example of the digital shift in outdoor comes from Inwindow Outdoor and their Interactive Storescapes. With the ability for people to interact with the outdoor advertisement via motion, speech or Bluetooth, the day will come when media companies are being asked to report on the engagement time, downloads or views generated by their outdoor media buy.
Radio plays
Now, consider the evolution of radio. You've probably seen the Ford Sync commercials profiling technology that is powered by Microsoft Auto. Ford Sync is a voice-activated mobile phone and digital music system for your car. With digital music, the technology is currently taking advantage of what is essentially an in-dash MP3 player or MP3 player plug-in. But with interactive radio, there may come a day that you get into your car and plug a memory card into the dash of your vehicle. As you are driving along, you hear a song you like, but the artist is not announced. With two-way digital radio (check out U.S. Patent # 6990312) and the interactive voice response capabilities that you find in Ford Sync and OnStar, you may simply say "song information" and your radio will read the metadata (yes, as I said in my last article, the word "geek" will be applied to media of the future like never before) from the digital broadcast signal and tell you the artist, title and album. You then say "bookmark" and this information is stored on your SD card for later retrieval.
Translate this capability into the advertising world and you get a scenario much like online marketing today. A commercial comes on the radio, which may be behaviorally, contextually or geographically targeted, and you say "bookmark" because you want to check out the service or product at a later time. The advertising information is stored on your memory card and you continue on your day. Later, you plug your memory card into your home media hub (today's IP-enabled game console) and the day's requested follow-ups are presented in some sort of browse-able format. If we continue the trend we are on today, the advertisement was served via an ad-server with digital radio ad-serving capabilities, so the media company that placed the ad has the ability to report on the number of "listenings," "bookmarks" and "conversions" for a given spot. Forgive the "listening" and "bookmarks" metric term assumptions -- these are to be figured out by the IABs and Web Analytics Associations of the world at a later date.
The new TV
Television has been the medium that is most often referenced when discussing the convergence of IP-based technology and media. Given the technical and adoption hurdles required to implement the digital outdoor, digital print and digital radio visions previously mentioned, interactive TV is also the nearest to becoming a reality.
Cox Communications, Comcast and Time Warner are already experimenting with nascent forms of this in key markets, and are expected to begin implementing targeted, on-demand and personalized forms of advertising through their systems in 2010. Personal TV: The Reinvention of Television is a great whitepaper from Forrester on this topic. Needless to say, one day television advertising will also be targeted, interactive and measurable.
With this future vision in mind, it is clear to see that web standards are becoming advertising standards. The language of online media marketing today is the language of the media marketing of tomorrow.
In my last iMedia article, I discussed how crucial it is that the major components of digital media marketing (online display, email, organic and paid search, mobile and web analytics) must be integrated. It is equally crucial that the digital and the traditional media be planned and managed in an integrated fashion. Today we recognize this because of scenarios such as measuring the traffic of a print or TV ad based on a special URL, ensuring that our paid search is aligned with our offline advertising or measuring the cross-media effectiveness of our whole campaign. But it is even more crucial that traditional and digital is integrated because entrepreneurs and engineers are working diligently to ensure that tomorrow's media will all be digitally enabled.
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