Monday, April 28, 2008

Pay me or Play me?

How do companies make a connection with people who need their products in the web-to-tv age?

TV commercials are broadcast to everyone. Right now, there is a hamburger commercial playing on my TV, but I haven't eaten a hamburger in thirty years. The broadcaster doesn't know that - and they're wasting they're money to pay for my eyeballs, whether I DVR-skip it or mentally skip it.

The TV viewing experience can be compelling if the product matches your needs. At some level TV is absorbed subconsciously better than repetitive dancing stick figures on a Flash banner ad.

Internet video does offer behavioral targeting with cookies or user-defined preferences that feed advertising delivery options.

How about TV embedded advertising that is tailored to the viewer. Cable can deliver neighborhood localized advertising, but having neighbors that love hamburgers won't change my dietary bias. Web-to-TV has the potential to match the highest impact ads with the right potential customer.

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