Monday, 19 October 2009

Hulu Can't Save TV Advertising If It Maintains a "Push" Model

Comment to a very important article about Hulu and the future of TV advertising on FastCompany.com (Link).

This is a pivotal “tipping point” article for broadcast TV’s future, but also for both “legacy media” people and the entire “ATL dinosaur ad agency industry.” Interestingly, so many of the fundamental, step-change answers, the consumer insights Kilar ‘listens for’ so carefully and constantly on Twitter, have already been uncovered, but remain untouched by the industry, in part because they're anathema to our status quo, "Push Marketing" model. Some telling quotes from the article: ‘Kilar: “Users deserve to have whatever they want to watch," he says, "whenever they want to watch it, however they want to watch it."’ ‘At a conference in early September, News Corp. chief operating officer Chase Carey warned, "Ad-supported only is going to be a tough place in a fractured world....You want a mix of pay and free."’ And users will, through TV Everywhere, Boxie and Hulu competitors, get “whatever they want whenever” very soon (Apple’s “iTablet” plus all their competitors and “always on Super 3G wireless Internet” combined with Bluetooth 3-D glasses will soon give it to them wherever they are). The key point that is not being addressed by Hulu due, in large part, to the ongoing power of the legacy-dinosaurs is “The Death of Frequency (Repetition)” -- NO ONE wants to watch a 30 second video ad more than once or twice. Really not. Lee Clow and Apple are one of the few marketing teams who get this at the moment. ‘For the June launch....Microsoft ran a Bing-a-thon....”This gave us the right audience, the ability to educate and entertain, and the opportunity for them to try out the product and then market our product for us....No other ad platform lets you do all that."’ The latter should have read: “No other MASS MEDIA ad platform lets you do all that.” The oldest marketing medium in human history does all of that and much more: Buyers at a market stall speaking with a seller about her/his product. Snake oil salesmen at a travelling fair. Door-to-door Fuller Brushmen. Blue-haired sampling ladies at your supermarket. Every experiential marketing effort being leveraged today. According to Fast Company panel of Marketing gurus, we’ve entered the age of “One-On-One Marketing,” face-to-face, buyer to seller. In the mid-term, this is where the marketing industry’s focus will shift, to Brand Experience/Engagement as the starting point for evert successful marketing campaign.  


Just a thought.

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