Dish Network rolled out a piece of technology that allows consumers to skip commercials. Clearly as consumers we are jumping up and down with joy. For TV broadcasters this is a nightmare. As a result there are some broadcasters that are suing (or plan to) Dish saying they are messing with their advertising money.
As a consumer I don't see the problem here. As a ad sales guy I see how this could affect our business. As a media guy I see how this is an opportunity to jump start a traditional media like TV into innovation. As an old agency guy I see how this creates some issues for my media planning.
The focus here is not TV broadcasters or Dish Network but the media planners in the world. Media strategies have to account for ad skipping technology. How do we embed our clients in consumers' minds without being too obvious about it. Now, content integrations is important. Custom wraps are important. Branded entertainment content linked to shows become important.
Change is coming; even if the TV broadcasters win their case against Dish Network this is a sign that some evolving needs to happen. Convergent TV is here with web connectivity, Apple has plans for a TV that syncs all it's software, more and more TV networks have apps that allow you to watch their shows.
The point is media is becoming personal. We all see it coming but no one is doing anything about it.
No comments:
Post a Comment