Andrew Rosenman writes:
How can these user-controlled technologies be leveraged to get more, not less, out of already premium priced television media?
A consumer can suspend the viewing experience to further investigate, in full motion video, the product or service that has piqued their interest. The programming can be rejoined at the time of departure through DVR technology that will be ubiquitous on all digital tiers. Moreover, the consumer has the opportunity to opt-in for further communications by the advertiser. Routed through the cable or satellite provider, these responses can be reverse matched to the behavior and programming selection choices exhibited on the set-top box, giving the advertiser more relevant data to work with when defining messaging platforms.
Response to advertisements will be measured not only by standard measures like unaided recall and awareness, volume of call center traffic and general "lift," but there will also be performance metrics associated with campaigns similar to conventions developed for online advertising.
The transparency and efficiency of this new type of measured media will drive the dynamic valuation and pricing of advertising opportunities in the future. The job of attributing value to media properties will become similar to taking a picture of a molecule: by the time you can see the picture the electrons, protons and neutrons have all moved again.
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