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This morning, Eric Picard wrote an article entitled "Where's Digital Advertising Headed?" in ClickZ.
I bring it to your attention because it states very well one of the main thoughts expressed at this weblog. That is, Digital Television will produce an advertising revolution the likes of which will be greater in scope than online advertising has over the last 10 years.
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"I believe what we're doing today is just the beginning of the beginning for digital advertising.
"I say 'digital' instead of 'online' advertising because people equate "online" with the Web. We're about to see a media explosion, a seismic shift in the way we deliver all existing media (TV, radio, outdoor, and, yes, even print). As all media are delivered via IP, we'll begin applying all the knowledge learned over the past few years in online advertising to the emerging digital advertising landscape. All media are headed this way, albeit some sooner than others. The 600-lb. gorillas, TV and radio, are headed there first.
"TV will be delivered in an increasingly nonlinear fashion until eventually no linear content broadcasts remain. DVRs are just a simple bridging technology. They allow viewers to break an unfortunate model they simply don't prefer and slice linear broadcast media into chunks that are time-shifted to correspond with their own schedules."
Again, he is right because DVR's in their current form are much less necessary when all content is available on-demand. DVR's only help consumers gain control in a television world that is mostly linear. In a completely non-linear world, that function is quaint at best.
He goes on to say something that I know is correct but am surprised to read from an advocate of online advertising:
"Online advertising's complex landscape and negotiation tactics are simply not up to snuff."
Just last week I was in a conversation with Michael Donovan (the supplier of today's buyer systems to the largest agencies) and we were both in agreement that online companies supply tools, not entire solutions. That simply will not be acceptable to today's television buyers.
Read his entire article and you will better understand why I post news that comes from both these mediums.