Nope – not the appointment Television that we are all used
to – and are mostly
leaving being behind.

The problem with appointment Television is that is requires
an appointment. An appointment to view, an appointment to schedule dinner
around, an appointment to buy.

Yes – advertising on appointment TV fails to enable the high
rates of impulse buying that is evidenced at checkouts throughout the world.

Which is why stores regularly hold in-store promotions.

P2P is the largest in-store promotion experiment around.

Advertising LemonFab is a brainwashing technique that
requires a high level of repetition for the meme to sink past the daily family
chores list to the person it needs to get too. Mum.

Today is Mothers day.

Today advertisers might be able to get to mothers  via appointment advertising on appointment TV
– but only today. The rest of the time a mother is busy – washing, cooking
cleaning, a never ending cycle that leaves most carers (mothers) too exhausted
at days end to be successfully “programmed” into buy LemonFab.

Besides, I don’t think ALDI sells LemonFab and with the GFC*
I do believe that the ALDI’s of the world are starting to see more of that
consumer dollar.

i.e.: that seventy-six cents of every consumer dollar spent – is no longer going exclusively to Coles and Woolworths.

According to News Limited, “Discount supermarket Aldi has the cheapest basket of staples in all 40 regions where it operates. The most expensive chain in each region is on average 41 per cent dearer than Aldi.”

The new Television streamed via P2P technologies like TVUPlayer and similar programs will develop
Java overlays – that enable the user to obtain instant gratification now.

Imagine a Java shopping Cart – overlayed on the content of choice that enables the user to “click here to buy this holday” or “click here to have this item delivered to your door tommorrow”; it's almost as good as click here to download a copy of this song now.

We proved this theory through collecting statistics on calls
to action via Foxtel.

When a song, album or movie were mentioned, advertised or
previewed, sure enough the ED2K networks fired up and the downloader’s started
receiving their content – immediately. Unfortunately, because the content companies
are not interested in discussing alternative financial models – the downloads are
now incurring legal attention because of lack of payment  to the content creators.

Consumers are not economists. They do not understand the
concept of macro-economic zero-sum result.

After all they have the content. Now. That’s all they want.

If consumers were “farmed” for their interests and
preferences – without breaching their privacy, through p2p statistics of what
they are viewing and listening to now, targeted p2p advertising would be
possible.

But payment is not what is in the mind of the consumer. They
have received a call to action – they want gratification NOW.

Of course this model wont work for the Australian consumers –
with the big end of town limiting their access levels to 20, 30, or 40
Gigabytes per month.

A house hold with four PC’s in it – won’t all be able to
choose their individual content streams.

Sources: US-BEA – Media consumption in the home.

In other words, in a single week, the monthly 30 GB limit is
reached.

So Australia
once again is still in the dark ages – whilst the rest of the world moves
forwards with innovation.

In Australia the ACC needs to examine the Cap charging
models that are enforced on ISP’s by Telstra and see if they are
anti-competitive and further if the constitute an agreement between the ISP’s and
Telstra to control internet access.

After all, everyone knows that to make something more
valuable – you just need to control its scarcity.

However – if that artificial control results in an entire
nation in not being able to obtain and enjoy the latest technical innovation,
then perhaps that control is a bad thing.

* GFC – Global Financial Crisis

References:

Marketing WA to the UK
Pleasure Travel Market through Interactive Television Applications

Anika Schweda – PhD Thesis, Murdoch
University, 2004. 02Whole.pdf

Table
1098. Media Usage and Consumer Spending: 2000 to 2010

HOURS PER PERSON PER YEAR 1

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Posted in Main Page by Tom Koltai 1 Comment