Comments on: TV explodes: The chain reaction hits critical mass http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/ by Jeff Jarvis Sun, 06 Jul 2008 11:58:13 +0000 http://wordpress.org/?v=2.5.1 By: Vu d’ici bas» Blog Archive » Conversation, conversation, conversation… http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-360014 Vu d’ici bas» Blog Archive » Conversation, conversation, conversation… Sun, 16 Sep 2007 13:23:03 +0000 http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-360014 [...] réseaux sociaux, et 93% participent à des sites de contenus générés par l’utilisateur. “Tout le monde participe”, constate Jeff Jarvis sur son [...] [...] réseaux sociaux, et 93% participent à des sites de contenus générés par l’utilisateur. “Tout le monde participe”, constate Jeff Jarvis sur son [...]

]]> By: purple motes » television serves couch potatoes http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-358080 purple motes » television serves couch potatoes Sun, 26 Aug 2007 18:33:07 +0000 http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-358080 [...] recent IBM-sponsored survey has media pundits discussing the decline or explosion of television, but the survey actually provides rather weak evidence. The survey was an [...] [...] recent IBM-sponsored survey has media pundits discussing the decline or explosion of television, but the survey actually provides rather weak evidence. The survey was an [...]

]]> By: IBM Study: “Decline of TV as Primary Media Device” | Verge New Media http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-357735 IBM Study: “Decline of TV as Primary Media Device” | Verge New Media Thu, 23 Aug 2007 19:54:59 +0000 http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-357735 [...] oh!Buzzmachine’s Jeff Jarvis yesterday detailed a very compelling IBM study on TV and internet use. The complete study results [...] [...] oh!Buzzmachine’s Jeff Jarvis yesterday detailed a very compelling IBM study on TV and internet use. The complete study results [...]

]]> By: David http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-357723 David Thu, 23 Aug 2007 17:59:44 +0000 http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-357723 Jeff et al, Online advertising and TV advertising--as a lot of posters have pointed out--are very different animals that are each valuable in their own right. In short, TV=mass reach & internet=targeting and conversion to purchase(like direct mail)... I am going to order this study (I have not read it yet) & will take a look at its methodology before making any comments about its findings, which do look interesting. David Jeff et al,

Online advertising and TV advertising–as a lot of posters have pointed out–are very different animals that are each valuable in their own right. In short, TV=mass reach & internet=targeting and conversion to purchase(like direct mail)…

I am going to order this study (I have not read it yet) & will take a look at its methodology before making any comments about its findings, which do look interesting.

David

]]> By: Paw http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-357704 Paw Thu, 23 Aug 2007 14:51:22 +0000 http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-357704 "Asked which ads “most affect your impression of a product or company,” TV commercials on major networks got the lion’s share." Of course they did, Jeff. TV ads move product - I've said so in this space many many times. Also, Seth's point is well taken - creative executions in the digital space lag far behind those in linear TV as far as engagement goes. In addition, I always take survey findings with a grain of salt, especially this one - does anyone believe an online survey about online habits will yield negative results for the online category? With fewer than 900 US respondents? Finally, the elephant in the room - Most net enthusiasts older than college age use the net during work hours; thus they are by definition less engaged than their TV viewing counterparts, who spend their viewing time outside the office. “Asked which ads “most affect your impression of a product or company,” TV commercials on major networks got the lion’s share.”

Of course they did, Jeff. TV ads move product - I’ve said so in this space many many times. Also, Seth’s point is well taken - creative executions in the digital space lag far behind those in linear TV as far as engagement goes.

In addition, I always take survey findings with a grain of salt, especially this one - does anyone believe an online survey about online habits will yield negative results for the online category? With fewer than 900 US respondents?

Finally, the elephant in the room - Most net enthusiasts older than college age use the net during work hours; thus they are by definition less engaged than their TV viewing counterparts, who spend their viewing time outside the office.

]]> By: Basic Thinking Blog » Web-TV http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-357685 Basic Thinking Blog » Web-TV Thu, 23 Aug 2007 08:58:25 +0000 http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-357685 [...] anderen Medien in vielen Ländern überholt hat, hinken die Werbebudgets immens hinterher. Damit beschäftigt sich Jeff Jarvis, der auf eine IBM Studie verweist. The global findings overwhelmingly suggest personal Internet [...] [...] anderen Medien in vielen Ländern überholt hat, hinken die Werbebudgets immens hinterher. Damit beschäftigt sich Jeff Jarvis, der auf eine IBM Studie verweist. The global findings overwhelmingly suggest personal Internet [...]

]]> By: Jerry http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-357676 Jerry Thu, 23 Aug 2007 05:04:14 +0000 http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-357676 In my job, I spend millions of dollars a year on key word advertising with Google. That spend is cost effective. I have experimented with all traditional forms of advertising and can never get returns similar to those we get through search marketing. John Wanamaker famously said that half his advertising budget was wasted, but he didn't know which half. I believe that search engine based marketing shows traditional advertising to be grossly overpriced. I suspect that one of the reasons more dollars flow to TV advertising than the web per viewer hour is that on the web it is easy to see when your advertising is not working. Clients (usually) don't knowingly fund ads that don't drive sales, but with TV it is hard to know what return they are getting on the ad budget. Knowing that at least some of it works (at least to some extent) they keep on buying. On the web, they know quickly what is working and isn't; they kill failing projects/refuse funding for the less promising. That reduces the overall budget for online advertising relative to the TV spend. But it's a good decision. Life would be even better if we could measure TV advertising effectiveness more accurately and cut spend there that doesn't deliver a positive return. In my job, I spend millions of dollars a year on key word advertising with Google. That spend is cost effective. I have experimented with all traditional forms of advertising and can never get returns similar to those we get through search marketing.

John Wanamaker famously said that half his advertising budget was wasted, but he didn’t know which half. I believe that search engine based marketing shows traditional advertising to be grossly overpriced.

I suspect that one of the reasons more dollars flow to TV advertising than the web per viewer hour is that on the web it is easy to see when your advertising is not working. Clients (usually) don’t knowingly fund ads that don’t drive sales, but with TV it is hard to know what return they are getting on the ad budget. Knowing that at least some of it works (at least to some extent) they keep on buying. On the web, they know quickly what is working and isn’t; they kill failing projects/refuse funding for the less promising. That reduces the overall budget for online advertising relative to the TV spend. But it’s a good decision. Life would be even better if we could measure TV advertising effectiveness more accurately and cut spend there that doesn’t deliver a positive return.

]]> By: Jerry http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-357674 Jerry Thu, 23 Aug 2007 05:00:07 +0000 http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-357674 In my job, I spend millions of dollars a year on key word advertising with Google. That spend is cost effective. I have experimented with all traditional forms of advertising and can never get returns similar to those we get through search marketing. John Wanamaker famously said that half his advertising budget was wasted, but he didn't know which half. I believe that search engine based marketing shows traditional advertising to be grossly overpriced. I suspect that one of the reasons more dollars flow to TV advertising than the web per viewer hour is that on the web it is too easy to see when your advertising is not working. Clients (usually) don't knowingly fond ads that don't drive sales, but with TV it is hard to know what return they are getting on the ad budget. Knowing that at least some of it works (at least to some extent) they keep on buying. On the web, they know quickly what is working and isn't; they kill failing projects/refuse funding for the less promising. That reduces the overall budget for online advertising relative to the TV spend. But it's a good decision. better would be if they could measure TV advertising effectiveness more accurately and cut spend there that doesn't deliver a positive return. In my job, I spend millions of dollars a year on key word advertising with Google. That spend is cost effective. I have experimented with all traditional forms of advertising and can never get returns similar to those we get through search marketing.

John Wanamaker famously said that half his advertising budget was wasted, but he didn’t know which half. I believe that search engine based marketing shows traditional advertising to be grossly overpriced.

I suspect that one of the reasons more dollars flow to TV advertising than the web per viewer hour is that on the web it is too easy to see when your advertising is not working. Clients (usually) don’t knowingly fond ads that don’t drive sales, but with TV it is hard to know what return they are getting on the ad budget. Knowing that at least some of it works (at least to some extent) they keep on buying. On the web, they know quickly what is working and isn’t; they kill failing projects/refuse funding for the less promising. That reduces the overall budget for online advertising relative to the TV spend. But it’s a good decision. better would be if they could measure TV advertising effectiveness more accurately and cut spend there that doesn’t deliver a positive return.

]]> By: chico haas http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-357648 chico haas Wed, 22 Aug 2007 21:49:39 +0000 http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-357648 YouTube ads on content = Billboards on highway. Clutter. YouTube ads on content = Billboards on highway. Clutter.

]]> By: A Brave New World. Some simple facts that make it impossible to resist new and innovative marketing. http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-357646 A Brave New World. Some simple facts that make it impossible to resist new and innovative marketing. Wed, 22 Aug 2007 21:38:47 +0000 http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-357646 [...] moments when I felt like finally there were people out there just like me (http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/) Though I have been asked to do this for weeks, here is the first of my responses to the brave new [...] [...] moments when I felt like finally there were people out there just like me (http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/) Though I have been asked to do this for weeks, here is the first of my responses to the brave new [...]

]]> By: Tansley - addendum http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-357642 Tansley - addendum Wed, 22 Aug 2007 21:07:49 +0000 http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-357642 And, adding to what Seth points out: Most of the high-end creative talent in advertising was educated for television advertising...read: video/cinematography. Commercial advertising on television is movie production in-miniature and the goal is snagging someone's attention and riveting them to the spot. There's not a lot being done online by this talent trust, as yet, largely owing to BANDWIDTH issues. Even with a T-1 line on my office machine, it still can take even a flash animated banner ad a full twenty seconds to download, particularly if my machine has suffered some RAM fragmentation in the course of the day's browsing. If I quit the browser and restart it, this often clears up the problem, and even streaming video will stream with only one or two hiccups, depending. But it's pretty clear that a full-screen resolution ad is NOT going to get to my screen anytime soon, even with a high volume pipe such as the one I have. Once we get there, maybe you'll see more. OR, as the web picks up marketshare, more talent will migrate to the more challenging medium (imagine scripting for a 30-second animated mini-movie banner...yikes!) Overall, it's going to be money that will be the major determinant. YouTube will do a lot in this area, I suspect... And, adding to what Seth points out:

Most of the high-end creative talent in advertising was educated for television advertising…read: video/cinematography. Commercial advertising on television is movie production in-miniature and the goal is snagging someone’s attention and riveting them to the spot. There’s not a lot being done online by this talent trust, as yet, largely owing to BANDWIDTH issues.

Even with a T-1 line on my office machine, it still can take even a flash animated banner ad a full twenty seconds to download, particularly if my machine has suffered some RAM fragmentation in the course of the day’s browsing. If I quit the browser and restart it, this often clears up the problem, and even streaming video will stream with only one or two hiccups, depending. But it’s pretty clear that a full-screen resolution ad is NOT going to get to my screen anytime soon, even with a high volume pipe such as the one I have. Once we get there, maybe you’ll see more. OR, as the web picks up marketshare, more talent will migrate to the more challenging medium (imagine scripting for a 30-second animated mini-movie banner…yikes!)

Overall, it’s going to be money that will be the major determinant. YouTube will do a lot in this area, I suspect…

]]> By: The Internet, and Stuff » Blog Archive » YouTube Wants Little Dollar Signs for Eyes http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-357638 The Internet, and Stuff » Blog Archive » YouTube Wants Little Dollar Signs for Eyes Wed, 22 Aug 2007 20:30:40 +0000 http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-357638 [...] The second catch is monetization. For all their viewer-pleasing appeal, these little guys still don’t sell a product as well as a 15 or 30 second spot. And less selling power equals less moolah from an advertising industry that still doesn’t trust digital media, despite increasing signs that they really should. [...] [...] The second catch is monetization. For all their viewer-pleasing appeal, these little guys still don’t sell a product as well as a 15 or 30 second spot. And less selling power equals less moolah from an advertising industry that still doesn’t trust digital media, despite increasing signs that they really should. [...]

]]> By: Steve Boriss http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-357637 Steve Boriss Wed, 22 Aug 2007 20:12:23 +0000 http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-357637 Maybe those of us online are a little slow, too. Advertisers will jump in big time when it becomes clear that advertising on the Internet is superior to TV. That will happen when we all stop trying to mimic mass media and get serious about selectively attracting audiences that align with advertisers' best sales prospects. (Steve Boriss, <a href="http://www.thefutureofnews.com" rel="nofollow">The Future of News</a>) Maybe those of us online are a little slow, too. Advertisers will jump in big time when it becomes clear that advertising on the Internet is superior to TV. That will happen when we all stop trying to mimic mass media and get serious about selectively attracting audiences that align with advertisers’ best sales prospects. (Steve Boriss, The Future of News)

]]> By: Steve http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-357634 Steve Wed, 22 Aug 2007 19:34:38 +0000 http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-357634 "74% contributed to a social network" I suspect that this data may be significantly skewed by the fact that it was based on a 40-question Internet survey. If it had been based on a land-line phone survey of home owners, we’d probably get very different results. “74% contributed to a social network”

I suspect that this data may be significantly skewed by the fact that it was based on a 40-question Internet survey. If it had been based on a land-line phone survey of home owners, we’d probably get very different results.

]]> By: Wortfeld » Junge Netzgucker http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-357633 Wortfeld » Junge Netzgucker Wed, 22 Aug 2007 19:33:48 +0000 http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-357633 [...] mag ja stimmen. Aber die IBM-Studie, die jetzt durch ansonsten geschätzte Blogs wie NewTeeVee oder Buzzmachine schwirrt, verspricht ein bisschen mehr als sie hält: »The global findings overwhelmingly [...] [...] mag ja stimmen. Aber die IBM-Studie, die jetzt durch ansonsten geschätzte Blogs wie NewTeeVee oder Buzzmachine schwirrt, verspricht ein bisschen mehr als sie hält: »The global findings overwhelmingly [...]

]]> By: Seth http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-357631 Seth Wed, 22 Aug 2007 18:35:34 +0000 http://www.buzzmachine.com/2007/08/22/tv-explodes-the-chain-reaction-hits-critical-mass/#comment-357631 Well, as far as the last point, I think the reason behind this is simple: Most online advertising content is...garbage, and annoying garbage at that. Online Ads have not put any jingles in our heads or given us any funny taglines to repeat endlessly among friends. I have yet to see any purely internet based campaigns that impress me. Somehow the cheapness of the production tools has been reflected in the content produced by most advertisers, the main reason for this is--I assume--because the internet is still considered less legitimate and less profitable when it comes to marketing. But as this study points out, the term "web-people" is now redundant. If the new release of a killer YouTube video could get the same attention from companies as, say, the SuperBowl, then your "fly" would quickly disappear. Well, as far as the last point, I think the reason behind this is simple: Most online advertising content is…garbage, and annoying garbage at that. Online Ads have not put any jingles in our heads or given us any funny taglines to repeat endlessly among friends. I have yet to see any purely internet based campaigns that impress me. Somehow the cheapness of the production tools has been reflected in the content produced by most advertisers, the main reason for this is–I assume–because the internet is still considered less legitimate and less profitable when it comes to marketing. But as this study points out, the term “web-people” is now redundant. If the new release of a killer YouTube video could get the same attention from companies as, say, the SuperBowl, then your “fly” would quickly disappear.

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