Today's Financial Times has a long story on the impact of digital communities, social networking and in particular MySpace to broadcast TV and the advertising industry, entitled "Whose space? How advertisers are struggling to fathom webwise teens."
A great article which obviously echoes the same themes we cover here on a daily basis at our blogsite. The long article takes just about all the logical steps to arrive at the same conclusion, that the traditional broadcast and its advertising industry is changing. The FT says for example "Now, even in the last year, there has been more change in media behaviour than at any time since the invention of television."
The article points out that the youth are different, they multitask while watching TV. With PVRs, they are skipping traditional ads. And this year apparently for the first time, the big American broadcast networks - ABC, CBS, Fox and NBC - all featured big pitches about their online involvement, when recruiting the advertising spend of the big TV advertisers for the Fall schedules.
A new media needs new formats, not only in content but also in its advertising. The FT points out also that while web audiences are more fragmented, they do leave better footprints for advertisers to use in targeting. Finally the article points out that traditional interruptive, repetetive and annoying ads will not work in the new world. I like in particular the quote in the story from Ross Levinson, Head of Fox Interactive Media, saying "You have to go where the audience is."
First. great story, Financial Times. Excellent. Totally worth reading. Good, analytical and well documented story. Secondly, all of that is familiar territory to readers of our book or blog. I find it funny, that a year ago Alan wrote almost an identical piece here for us, entitled "Postmodern engagement marketing vs modern interruptive advertising."
Obviously we've written about MySpace regularly, but also the other themes in the article are regularly featured. A good indication of what that modern young connected customer is like, is at this posting about Generation-C (for Community Generation) discussing their sharing and multitasking etc: "They ARE the Borg"
And if you want an elegant modern treatise on the same subject of the FT article by Alan, he wrote a brilliant piece in March expressly on media meeting social networking, entitled "Darwinism rudely arrives in our media ecology."
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Posted by: Alexander Mcqueen online | July 27, 2011 at 09:51 AM
Obviously we've written about MySpace regularly, but also the other themes in the article are regularly featured.
Posted by: Belstaff Raf Button Blouson Jackets Collection | September 28, 2011 at 10:54 AM
A great article which obviously echoes the same themes we cover here on a daily basis at our blogsite.
Posted by: Belstaff Goose Down Jacket In Black | September 28, 2011 at 10:55 AM