The Amplified Experience is Critical to Media Relevance -- Graeme Hutton - Graeme Hutto... - 0 views
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The Advertising Platform Formerly Known as Mass Media Advertising communications channels have always offered their audiences a value exchange. For instance, TV provides entertainment experiences in return for advertising and indirectly a cable fee, magazines present an edited cornucopia of material on a selected topic in return for a cover price and advertising.
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Social media and digital advertising are currently testing the limits of their value exchanges by expecting consumers to provide specific information about themselves or their behaviors, which the digital properties can subsequently leverage in targeted advertising.
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now younger consumers’ growing sense of entitlement gained in the digital world (where information was often offered at low or zero cost) is shifting across all channels. We only have to look at the emergence of TV cable cord-cutters or the growth of services such as Bit Torrent for evidence of this. Bit Torrent has increased its audience by over +70% in the last two years to a monthly audience of 23 million users.
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If a media channel doesn’t offer an enhanced array of fresh new experiences to reinforce its value exchange, it will be potentially regarded as spam. The only way mass media can respond to this is either by a) reducing their direct costs to consumers or the advertising load or b) increasing the depth and variety of experiences.
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ad clutter appears to undermine TV effectiveness by up to -25% compared to digital video alternatives.
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Mass media are based on old models of communication. If anyone still doubts this, they only have to look at the aggregate declining audiences and revenues of magazines, newspapers and radio over the last ten years. Television’s threat comes in the form of its ageing process. In the last quarter of 2008, the average age of the TV broadcast primetime viewer was 49, in the same quarter last year it was 51. About 50% of TV viewing is now among the over 50s.