Over the last 3 years there has been a major shift in the fundamentals underpinning media advertising:
- Customers are increasingly able to avoid advertising via channel surfing and technology such as Personal Video Recorders, eg TiVo
Research however shows that people (i) typically want better quality content than they are prepared to pay for, and (ii) they don't resent advertising per se - just irrelevant and intrusive advertising. Thus there will be advertising, the question is how best to make it relevant and non-intrusive
The Broadband Internet is both a cause of the media industry's woes, and its potential salvation - no other medium offers such a capability to deliver targeted advertising. Already standard Internet ads - banners, pop ups etc - are increasingly being targeted (oogle entire business is driven by this).
However, we believe the Broadband Internet is a new media form - and a major opportunity going forward is to move from prepackaged media, albeit targeted, to interactive advertising where the user can be rewarded for interacting and giving feedback to the ad media.
Our Experience
Projects include
- Building reference systems for delivering Interactive Advertisement for major Interactive Advertising Research Institute
