IBM Predicts Massive Shifts In Advertising 135
Tech.Luver writes with news from IBM Global Business Services about its new report, The End of Advertising as We Know It (report PDF, summary PDF). It forecasts greater disruption for the advertising industry in the next five years than has occurred over the previous 50. Among the conclusions: broadcasters will have to change their mass audience mind-set to cater to niche consumer segments. Distributors will need to deliver targeted, interactive advertising for a range of multimedia devices. Advertising agencies must become brokers of consumer insights and guide allocation of advertising dollars amid exploding choices. All players must adapt to a world where advertising inventory is increasingly bought and sold in open exchanges vs. traditional channels.
Agreed (Score:2, Interesting)
the world is fucking saturated in the stuff, and something has to give.
I know i'm personally sick to death of mobile phone dating scams and panty liner ads being marketed to me on TV.
Advertisers will become more devious (Score:5, Interesting)
The solution advertisers will come up with is to be more devious. More ads in more annoying places, that are harder to avoid. Mass astroturfing, product placement, adware etc. It's no wonder Microsoft are filing patents for ad delivery at the OS level - they could become the only people capable of delivering ads at all.
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Not that I say that that the 'I, Robot' approach wouldn't also be taken, but ads on the OS level would be just one more reason not to use Windows.
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"Google Adsense and beer commercials come to mind as examples of non-annoying ads."
FTFS (From the F*** Summary: "Distributors will need to deliver targeted, interactive advertising for a range of multimedia devices."
I do NOT want beer ads (or even text ads) on my cell phone under ANY conditions. SMS spam was bad enough!
Advertising that lies (and a lot of it lies) is one of the reasons consumers are so dumb nowadays - so-called "fruit drinks made with natural flavors" is a good example of this sort o
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A beer commercial might be watched voluntarily on Youtube. Google Adsense doesn't try to claim attention on a we
Re:Advertisers will become more devious (Score:4, Interesting)
As you point out yourself, its all about being devious, though I wonder from your choice of words if you recognize how much this is already going on. Obviously many of these deals are made away from the public eye, so you can only guess as to their existence, but if you watch closely there are clues; on a couple of my favourite shows I have noticed that anytime a character is using a computer it is a Dell, and since noticing this I have come to realise that a good clean shot of the Dell logo occurs at least once per episode.
Your point about the MS patent makes me wonder if the difference between home and business versions of the next MS OS will be ads vs no-ads.
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if you watch closely there are clues; on a couple of my favourite shows I have noticed that anytime a character is using a computer it is a ****, and since noticing this I have come to realise that a good clean shot of the **** logo occurs at least once per episode.
Ok, so you only recently noticed the common practice of product placement.
But please, don't be their bitch, stop giving them free advertising by spreading the trademarked brand name.
Unless you're willfully giving them free advertising to reward their sponsorship of the show you enjoy, in which case you'd have a legitimate reason to act this way.
Most people, however, just unwittingly participate in viral marketing for no good reason whatsoever.
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Ok, so you only recently noticed the common practice of product placement. But please, don't be their bitch, stop giving them free advertising by spreading the trademarked brand name.
Unless you're willfully giving them free advertising to reward their sponsorship of the show you enjoy, in which case you'd have a legitimate reason to act this way. Most people, however, just unwittingly participate in viral marketing for no good reason whatsoever.
Your logic is that anytime anyone mentions a company's name they are said company's bitch? While I have nothing against Dell, there are likely more people who would read my comment and get pissed at them then those who would read it and be pushed into buying a product from them.
By your logic Slashdot is the biggest peddler of MS products on the planet.
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Do they? (Score:2)
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Sometimes they're "news" stories.
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I'm sure that IBM has learnt from Microsoft's DRM experience that they can sell a technology to another company in the full knowledge that it cannot do what they say it does and that they are largely free
The solution is simple (Score:1, Troll)
Really, the solution is simple and it's in our very hands. If you can put on a pair of gloves, or wear a watch without it falling onto the ground as you walk, you have the tools to stop this sort of crap.
Put simply, it is this: If you know or meet someone in advertising or marketing, punch them in the face as hard as you can.
No, this
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Re:The solution is simple (Score:5, Funny)
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Slashdot is supported by grants from these corporations and from viewers like you.
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I'm not saying we have to get rid of advertising, it's just that advertisers have made the damn things so annoying I have to block/skip them. Not all advertising is bad per se. I do occasionally click on Google adwords because they are relevant wh
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Flash based ads? I have not seen any. I use Firefox, maybe that is why.
InnerWeb
[Humor - product advertisement]
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Actually, product placement isn't that new. It's quite old, dating back to plain old radio itself. Except then, they tended to be a bit more blatant... "This radio show is brought to you buy XXXX soap - cleans better and faster!". They would actually do it during the show itself. When TV came about, the same things occurred - you'd have the actors/actresses/newsanchors/etc suddenly place the product
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Only if Microsoft implement ad delivery system which would make the OS inoperable without the ads, which
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press release (Score:4, Informative)
All these people want to do is promote their blogs. If
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And IBM finally noticed the obvious. (Score:4, Insightful)
Media giants (NBC, CBS, ABC, BBC, CBC, ITV, etc., etc.) have embraced this change months and/or years ago and are moving their sales to much more targetted audiences, with the exception of prime time mega-shows.
Media buying agencies have stopped looking only at Nielsen data and circulation data (reach and frequency figures) and are using far more types of information to make their choices. The 10,000 digital cable channels and the explosive growth of on-line advertising forced that a long time ago.
All of these groups (perhaps except IBM, who just woke up) have been looking at how people watch and segmenting them by attitude, life stage and much more than age and income. Especially when the advertisers are using a combination of TV, Radio, Internet and maybe even print (there still is printed stuff out there, right? It's not all just bits, now?). The amount of information used to make decisions is growing.
I, for one, welcome our Google media overlords.
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Media companies change. Even the giants. It's the part that IBM, Google, et.al. don't see or won't admit. Both Google and IBM use newspapers to advertise. What does that tell you?
150 years ago newspaper was going to drive the spoken word out of business. It didn't.
70 years ago radio was going to drive newspapers out of business. It did
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When it comes to computers, anything older than IBM is obsolete.
Somehow I don't think the company that decided to invest a billion dollars in GPL'd Linux is suffering an excess of NIH.
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Why would a company pay repeatedly for an add to be placed in some one else's content when it can create it's own and get people to redistribute it for free.
The Internet creates a whole new range of interesting possibilities, content coming from every where and going every where. Of course the old world media comp
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There's tons of content out there on the internet and elsewhere. But the fact of the matter is that most of it isn't very good.
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Don't forget a highly interactive/informative website is getting cheaper and cheaper to produce.
As for most of the Internet content not being any good, come back to me when you have actua
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Sometimes the degree to which they are successfully targeted gets a little scary...
One of the others is IBM. They really are very good at it. They suddenly made a MASSIVE improvement from my perspective about six months after Steve Jobs declared PowerPC dead. IBM went from silent antiquated zero to cutting edge reliable voice of reason. Would anyone care to compare dates?
I think what this is saying is more
"predicts"? (Score:2)
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IBM predicted that world demand would be satisfied with five computers. They also thought there would be no harm in outsourcing operating systems. No profit there after all. Right?
If IBM told me the sun was going to rise tomorrow, I'd get a tarot reading just to be sure.
Two points. First it is Thomas J. Watson who it is claimed said that the world would never need more than five computers. The best evidence is that he never said it. It appears that this is a mis attribution of a misquote of a different computer experthttp://en.wikipedia.org/wiki/Thomas_J._Watson [wikipedia.org]. Second, the reason that IBM outsourced the operating system for the first PC is because they were in the middle of a protracted and difficult antitrust lawsuit by the Justice Department. If they had developed the
This is like predicting (Score:1)
The only interaction I want with advertising... (Score:3, Informative)
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The only interaction I want with advertising is stopping it dead in its tracks
I hate advertising as much as the next guy, but isn't it a necessary evil? Without advertising, so many things that are free would now would have to be paid for. Yes, places make a lot of profits on advertisements, so they could settle for less. But they would still need to make more money.
WARNING: NUMBERS ARE COMPLETELY MADE UP
Say right now cable companies get $200 per person per month, with the amount you pay plus the amount they receive for ads. Say that 50% of that is pure profit, or $100 dollars.
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And where does the money that the advertisers pay the cable company come from. It is added to the cost of the products you buy of course.
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Of course, if you are far above the average at resisting advertising, it may be proftiable to you. However, that just means that the rest of the population will be subsidising your cable watching. The advertising money paying for the tv has to come from somewhere, and however you look at it, the tra
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"Say right now cable companies get $200 per person per month, with the amount you pay plus the amount they receive for ads."
Cable companies don't get the ad revenue for ads, except for shows they own, and they would get that anyway.
Digital recorders are now under $100.00, so you can just record your shows to a dvd-rw and skip over all the ads. Separate "ads" are "sooo lasssst cennnntuuury!"
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"I didn't say there was anything wrong with that. I said it would be unfeasible to remove ads altogether."
The ads ARE being removed altogether ... even old VCRs had auto-skip for ads. The problem with the ad industry is that they don't realize that their days are numbered - we can pick and choose who we want advertising to us, and the medium via which that communication takes place. TV? Just record the show, then hit auto-slip, for the 10 hours a year I even bother to watch TV. The net? All sorts of bloc
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Depends on your cable company. On most cable TV shows on popular channels, the last couple of ads of the break are inserted by the cable company which gets the money. The technology for doing so has become so cheap over the years that even small cable companies can do it. Most people don't notice until they change to satellite or move to a place with a different cable company.
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If someone can't sustain their business without ads, I won't pay for it. They have no particular concern for me, so why in the world should I waste time worrying about them? Ad-supported free-to-me
How much would you pay for TV? (Score:5, Interesting)
I don't know how much advertising (that I don't watch, thanks to my DVR) subsidizes my TV watching, but I do know that I wouldn't pay that much more than I currently pay for TV. Does that mean the end of TV? I like a small number of shows. If they're too expensive for me to pay for (or worse, too expensive for enough people, but not me, so the shows go bankrupt even though I'd happily pay) will I lament the good old days when the corporations helped fund them?
Is that worse than it is now?
I don't know. But this post is brought to you by Gatorade, with the electrolytes that plants love.
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My guess? Direct downloads supported by 'channels' that serve up the first few episodes of random series to get people interested. Different series will aim at very niche markets. You really don't need a very large percentage
Already been tried with other products ... (Score:2)
>"My guess? Direct downloads supported by 'channels' that serve up the first few episodes of random series to get people interested. Different series will aim at very niche markets. You really don't need a very large percentage of the population to support a TV series. Roughly 200,000 people (which is nothing when your potential audience is everyone worldwide) paying up $2-$3 (aka pocket change) per episode and you have a reliable budget of a half million per. You can make some damn fine television for
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Besides, as far as I can tell, the demo model for games seems to work. At the very least, someone thinks it does. Many new games release a demo before launch. WoW has frequent 14 day trial periods. One of the most popular features on XBox live are demo downloads. So, the people with the money seem to think it works.
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Yeah, someday television might be replaced by the Internet. Not anytime soon, though with your average TV running $100 or less and your cheapest computer at $500 or so. And the really low-end computers aren't going to be great for video.
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Most TV shows are available on DVD. These generally come with no commercials. I've been watching Heroes on HD-DVD.
Maybe they wouldn't exist if not for the advertising, but I somehow doubt that. After all, where do summer blockbuster movies get their money? Generally not advertising, at least, not much.
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Unfortunately, as long as people are happy paying through the nose for what they used to record for free the TV production companies won't see any reason to offer shows at a reasonable price on iTunes or another service.
Sometimes I wonder if all the schedule changing isn't just a ploy to keep people from regularly recording the shows they like, so they end up getting them on DVD beac
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Maybe they wouldn't exist if not for the advertising, but I somehow doubt that. After all, where do summer blockbuster movies get their money? Generally not advertising, at least, not much.
Product placement. When the product placement that is bundled with advertising is allocated to part of the spending, PDMedia estimates that product placement is closer to $7B in value, rising to $10B by 2010. [wikipedia.org]
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Brought to you by Carl's Jr.
Carl's Jr..."Fuck You, I'm Eating."
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Wont cost anymore than it does now. What is "Heroes"?
Seriously; SPIKE has already passed the limit.
I would pay less. (Score:1, Insightful)
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As users get more choice, advrters must get bolder (Score:3, Informative)
So expect advertisers to pull more and more stunts (for the sake of the economy and with the blessing of govt. of course).
For example the forced sitting through a boring 20 second ad that doesnt even mention the product until the very end. Full screen web ads should get to the point within 1 or 2 seconds MAX.
If people only par for and download online the tv shows they like
And so they will resort to buy mailing lists and sending spam.
That's why I am going to have to resort to using a different email for every thing I sign up for.
I mean the service provided by mailinator is good
So for example lets say slashdot was my domain
Note, I am not against advertising
Or make people WANT to watch them. (Score:3, Insightful)
Most ads are utterly forgettable, except for the conditioning they do -- or they're just really annoying, like "punch the monkey". Some ads, particularly Google text ads, can be helpful without being in the way.
But the best ads are the ones that are entertaining enough that you actively seek them out. (That, and complete grassroots -
Re:As users get more choice, advrters must get bol (Score:2)
I do the same thing, but it's all problematic, isn't it?
Advertising wouldn't be so annoying if it didn't show me ads I don't care about. If I could watch the Discovery Channel without ads for car insurance (don't have a car), mortgage refinancing (don't have a mortgage), or intimate feminine products (don't have girly bits) I would be happier.
If the shows had ads for things I actually car
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Re:As users get more choice, advrters must get bol (Score:2)
I stopped listening to commercial radio, sold my T.V. and rarely go to the big cinemas because the content is rarely worthwhile and I can't bear the advertising.
I think the problem is deeper than people realize, it's not just the commercials causing interruptions in the program, or product placement appearing in the program, but it is the programs themselves altering content to appeal to what the advertisers feel that the viewers will find appealing.
The existing advertising model is severely flawed beca
Some insight for the advertisers (Score:5, Interesting)
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Subtlety is the key to elegance, and in that regard most commercial sites have a loooong way to go.
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You can fix that with a pill now, you know [wikipedia.org].
Audio Advertisements are THE WORST (Score:2)
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- Fellow animated ad hater
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Personally, I've disabled animated gif's and installed Adblock [mozdev.org] and NoScript [mozilla.org].
This helps me avoid almost all web-advertisement and has the added benefit of getting me rid of annoying flash-intros/interfaces and such crap.
This is great news! (Score:1)
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At the moment I only have what is included for "free" in my rent. That is 10 channels, of which I watch 2, so I pay for 8 useless channels in my rent.
If I want more channels, I have to subscribe to a packages of channels. The three channels I want are in three different packs, so I would have to pay for about 30 channels to get them!
I'd gladly pay a little more per channel if I could get the 5 channels I want without also getting the other 35 crap channels.
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I'd pay fees to watch good material and I do mostly with Anime since the proliferation of whole series on box set DVDs.
Translation (Score:2)
Dancing aliens for everyone!
What advertising is (Score:1)
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Anybody surprised? (Score:2)
Sounds more like Google after-effect...
Massive change coming... (Score:2)
If the bottom were to drop out of broadcast advertising on the Internet, on television, in print publications, we would see a massive contraction in the economy and in all things familiar since the latter half of the 20th century. Most of this growth has been financed and nutured by adver
Away from advertising (Score:1)
With the internet, it's getting pretty hard to pull the wool over anyone's eyes.
With the internet and high-density media, it's no longer necessary to subsidize every kind of content distribution channel with advertising.
Take TV shows. Let's say we're working on a fairly big show with a season budget of $
Loyalty marketing (Score:2)
Not a New Concept... (Score:1)
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How about the end of advertising? (Score:4, Interesting)
Mass media as we know it is so last century -- it had to be big, bulky, and lowest common denominator because that's where the economies of scale lay. "Narrowcasting" was a buzzword that came about during speculation concerning internet video back during the original bubble but it's a buzzword that still means something. If your overhead is low enough, you can turn a reasonable profit catering to a niche, and probably with better margins than trying to broadcast to a larger audience, incurring greater overhead in the process. All of this ad shit we see is just a byproducy of the bygone age. The very first broadcasters realized that they needed something to pay the freight. Advertising became the be-all and end-all of public broadcasting and shows were little more than something to keep you tuned in between commercials. Some really fine art managed to be made in the process but the guys in the suits didn't give a shit, the ads were what captured their fancy.
Well, we can finally say "fuck the networks. Fuck the advertising-supported distribution medium." We've got the internet now and we have proven business models that allow for electronic distribution for a profit. People can directly support the shows they want to watch/listen to and there's no Neilsen ratings crap to deal with. It's clean, honest, and will put a lot of ad-men out of work. I couldn't be happier.
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I Predict... (Score:1)
Advertising taken the wrong way (Score:2)
massive shit in advertising (Score:2)
Advertising isn't an end in itself... (Score:2)
We've always had "advertising" - markets existed to get people together not only for trading convenience but also to provide an audience for retail opportunities; shop windows have always been, well
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