November 14, 2005 issue- Business Week, with IKEA on the cover- in the letters to the editor:
“Soon, TV advertisers will be thanking Steve Jobs”
It’s not movies Apple Computer Inc.’s (AAPL ) iTunes Store will revolutionize — it’s TV and the ad industry that fuels it (“Hollywood holds its breath,” News: Analysis & Commentary, Oct. 24). Now you can buy last night’s Lost for $1.99. Next you’ll be able to get it for less in exchange for watching and interacting with targeted ads. The return-on-investment model Google Inc. (GOOG ) has championed, combined with the customer profiles of an Amazon.com Inc., (AMZN ) will let advertisers buy the exact eyeballs they want, with a feedback mechanism. Bandwidth and digital- rights issues will be solved as the $46 billion TV ad industry realizes that this is the future. Hollywood may be the last on this bandwagon, but there’s no question that once again, Steve Jobs is leading it.
David Esrati,
Chief Creative Officer
The Next Wave
Dayton
This is the second time I’ve had a letter published in Business Week. The first one was on “mass markets“
So, when technology grows, the way we do business inevitably changes…
Who really can complain about having an audience that’s narrowly targeted? Advertisers and Researchers can roll in the dough with the leaps technology has taken our industries.
While traditional advertising spots may loose their revenue producing power, what can be better than the consumer feeling more in control of what they watch in exchange for saving a few bucks to see their favorite episode of “Lost”? It’s almost as good as word of mouth advertising.
Another benefit is that the quality of the ads MUST be really good to be effective. Raising the bar is a good thing.