Growing Demands

In the last 20 years, the tables have been slowly turning between supplier and consumer. Greater personal choice has influenced what we buy, when we buy it, and how we interact with retailers.  The trend has helped shape a world in which most web strategies are essentially a game of targeted attraction, as opposed to broadcast advertising.  It is perhaps inevitable that a new innovation in TV on Demand may prompt another major shift in traditional ‘above the line’ advertising.

News broke last week of an impending deal between Google and Sony to launch Web TV in the US later this year.  Television sets come fitted with microchips produced by Intel Corp to enable the Google software to work.  Since the story emerged, the latest headlines suggest other television manufacturers will seek to strike future deals to ensure their products are also able to transmit web based content.

Apple is also busy developing a version of On Demand Television.  Apple TV launched on the 1^st September, offering consumers the opportunity to buy television programmes and movies on a similar basis to iTunes – essentially paying for each download.  Whilst the content available on Apple TV is currently limited to the outputs of just two studios, the technology giant is optimistic that other TV and film studios will be quick to get on board.

Reviews have been mixed about the long term impact of On Demand television, but what remains certain is that it heralds a major change in popular culture.  If nothing else, we will no longer be discussing the previous evening’s exploits of our favourite soap stars or X factor finalists on a Monday morning!  People will simply be watching programmes in accordance with their own schedules, not those of broadcasters.  

It is also difficult to imagine how television advertising can remain unchanged.  Despite their popularity, digital marketing, viral campaigns and social networking have in some ways remained on the fringe of marketing strategies; viewed as exciting experiments by some, particularly in the B2B sector. As the lines blur between our physical and virtual worlds, we suspect they will be the very heart of every future marketing success.