The fledgling iTV industry should learn from mistakes made in Web advertising's early days.
A few weeks back, I was invited to speak on a panel to discuss the future of interactive television (iTV). Since it was being held on December 23 at a downtown New York hotel, I expected only a few people to show up. Who wants to attend an industry event two days before Christmas?
To my surprise, almost 100 people packed the room, and they were eager to hear about, and discuss, the opportunities within this new medium. It was exciting. Though iTV is still a fledgling industry, the enthusiasm in the room reminded me of the early days of the Web.
If you work in online advertising and don't know anything about iTV, it's time to do your homework. Although it is not clear when it will reach the critical mass that will attract serious advertising and marketing dollars, I am convinced it is not a question of if but when.
In fact, millions of television households today have some kind of interactive capabilities, ranging from VOD to home shopping. What's slowing development the most is the industry is highly fragmented, thus creating barriers to major investment by advertisers.
If this reminds you of online advertising before the advent of third-party ad servers and standard formats, you're right. In fact, there are many parallels between iTV and Web advertising.
Hopefully, the iTV industry won't make the same mistakes we did. As a new marketing medium, iTV should take to heart as it grows a few important lessons:
The iTV industry is schizophrenic, with some companies treating iTV as if it were just TV with interactivity and others treating it as if it were the Web with elements of television. It will take a while for people to realize it is actually a singular medium of its own.
The development of interactive television is confusing, and trying to understand its new opportunities may seem daunting. But the good news is if you have seen online advertising develop over the past five to eight years, you are as much as an expert on its future as anyone.
Now that's exciting.
Don't forget to vote for your favorite marketing technology solutions!
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!
Jeffrey Graham is vice president of client development at Dynamic Logic, a company he joined in January of 2001. Dynamic Logic specializes in measuring the branding effectiveness of online marketing. Jeffrey has served as research director at two online advertising agencies, Blue Marble and NOVO, and has worked with clients such as General Motors, Procter & Gamble, and Continental Airlines. He has taught Internet Research at New York University and has a Masters degree in the subject.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.