NONE: ONLINE-ADS>> Marketing in the year 2010?
ONLINE-ADS>> Marketing in the year 2010?
Joe Carmichael (joe_at_dataform.com)
Mon, 24 Nov 1997 16:10:48 -0800
I would have to disagree with the timing of targeted advertising. If the
cable TV industry (including satellite and microwave) gets its act together
you will see it within 12 to 18 months after their putting internet into
the homes.
Today some Cable TV companies have complete demographic information stored
by customer account (the kind the US government and list houses can
provided) and they are currently using it to target their advertising.
Though this granularity of this data is not the finest, it will take TV ad
placement to new levels. Once you get the cash cow mooing, it is really
only a short step to begin adding some of the other data that is available
in to the mix.
How will they be able to target YOU! With the use of addressable
converters or in-home Hubs (computer connections to the cable plant). Each
one of these units has a unique ID that is tied to the subscriber record.
Heck, they often know if the unit is in the bedroom or the family room for
even more interesting targeting. Since these units have unique ID's it's a
simple matter to take a system profile and marry it with the new technology
that will be available with NT 5.0 Video streaming.
I need to let it be known that 500 channel capability is not to provide you
with 500 channels of viewing pleasure but it is there to support Internet
connections, business to business connections, telephony, and what used to
be called NVD (Near Video On Demand). Software advances like NT 5.0 will
change this to Video on demand. Again, this ability to deliver to you what
you want when you want it is all but available. Since the Cable TV plants
are essentially large LANs each set-top box or in home hub will look to the
"head-end" just like your desktop computer does to your mail server today.
The big hold-up has as much to do with regulation as it does with the Cable
TV organizations being in catch 22. They keep asking how do they pay for
all of these system upgrades? Where is this money going to come from and
who is going to pay it? Advertisers are in their own catch 22. I will pay
to have but show me it works first?
Ah, this is where Microsoft has (but for their own reasons) entered the
arena. Microsoft is invested investing in the Cable TV companies to get
them moving on many of these same technological issues. Unfortunately for
MS I think they are still in the units sold mode and are trying to put a
desktop in everyone's home. If this is the case they are missing many
revenue opportunities that products like NT 5.0 could help to facilitate.
At a Billion Dollars a pop, Microsoft's entrance into this market will
definitely get things moving but it will take about 12 to 18 months for
anything to come out of there investment. The first step for them may be
to get the internet and Windows CE into the home.
Check out http://www.home.com and see what's already available.
Organizations like these will support (and were designed for this) targeted
advertising, Video on demand, and Internet services. The truly scary thing
is, it's available TODAY!
Joe Carmichael
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