Your Ad Where?

February 25, 2006 - sci-tech today

Content creators and device makers may have to be thinking creatively about how to format TV for a mobile audience, but the group that likely has to do the most brainstorming is advertisers.

Already, the proliferation of cable channels and the rise of digital-video recorders (DVRs) have put traditional television advertisers at a disadvantage. With the exception of the Super Bowl, which is watched live -- often in its entirety -- advertisers have little hope of grabbing a mass audience the way they once did by just placing an ad on TV.

Even a few years ago, sponsors could nab a major demographic through shows like Friends, but times have changed. TV watchers have considerably less patience for advertising than in the past, and some have reported that they digitally record shows expressly to skip commercials.

When a show is formatted to be sold online, ads do not appear, much as they are left out of DVD versions sold in boxed sets.

The result could be a series of experiments to see what works best. Content, for example, could be sold according to advertising level. Much like the literary Web site Salon.com, which offers ad-free pages for an annual fee, online TV sites could offer free programs for those willing to have commercials, or sponsor listings attached to the download. Viewers who prefer no ads would simply pay more for each show.

Product placement also could figure prominently. In addition to celebrities quaffing a certain cola, placement also could be blended into other properties, tying a show to a particular product through instant messaging and start-up screens.

It is possible that as content changes, entirely new types of selling will occur. In some ways this has already begun, as technology companies and TV entities contemplate how to get revenue out of online-only shows.
Early last month, Amazon.com announced it was creating a weekly original series with TV personality Bill Maher, who would offer a 30-minute live program streaming from the Amazon homepage once a week.
Amazon Fishbowl with Bill Maher, due to launch in June, is a notable example of how TV can blend with e-commerce. The program will feature performances by musicians and interviews with authors, directors, and actors.

Amazon puts a nice spin on the creation, noting that it was developed to give customers "unique insight into the motivations and inspirations behind the books, films, and music they love." But it is unlikely that Amazon will object to viewers getting those books, movies, CDs, and song downloads right off the site as the show airs.
Although some advertisers might long for the days of putting a commercial on the air that is seen by millions, many will welcome the opportunity to reach niche viewers, Berman said. The old standard demographics, like "males ages 18 to 35," can be whittled down through tracking of online viewing habits to something like "males, ages 18 to 21 who like motocross and snowboarding."

"Advertising is at its beginning with this," Berman said. "There are so many directions it can go from here, and there are opportunities to sell more effectively through highly targeted ads. Advertisers should embrace this change."

"Storytelling will always be the most important aspect of a show," Burnett said. "It doesn't matter if it's online, if viewers are offering input or if it's bringing together different online properties. It will be the same online as it is around the campfire: if you can't tell a good story, nobody will listen."