This comment on my post last week More musings on the effectiveness and necessity of ads is brilliant. It captures the trade-offs between ad funded and paid for content and has a vision on where things might go next – Media 2.0. Thanks and credit goes to James V.
Troy Young of UX Magazine (see www.uxmag.com) has a great definition of Media 2.0. People will suffer adverts if the content or service they are receiving is free. Paid content (like Sky Movies) should have no overt adverts, unless they can be discreetly embedded with product placement.
If enterprises can place adverts in cached memory inside a street level WiFi/WiMax transceiver, seamlessly deployed across populated areas, users can harvest local products and services on-demand from the nearest transmitter. A business can capture a customer requesting their products or services whilst harvesting that information from the nearest local transmitter right at the moment of interest. That ability to know someone nearby wants your business will pay for the transmitters to be deployed. These local cached memory transmitters can also power Out-Of-Home (OOH) TV advertising screens where “infotainment” videos of surfers, skiers and skydivers designed to catch the audience attention are interspersed with 15 second adverts for local or national enterprises. These OOH adverts can have wireless access point interactivity to allow users to get more information directly from the enterprise running the advert and capture the location specific customer at the moment of decision.
User profiles could also be pulled from their handheld devices in a specific location, at that moment in time and aggregated into a crowd demographic profile to allow OOH advertisers to broadcast adverts appropriate to the assembled audience (without compromising individual privacy laws). This unique knowledge of the aggregated crowd profile facilitates the revolution of publishing appropriate advertising only when a receptive audience has assembled.
On-line video games could also be provided for free on permission to receive “in game” interactive adverts appropriate to the user profile of the player. Eventually IPTV may also be broadcast by only transmitting the detail on the screen that has changed from the previous animation (like on-line electronic games), which may enable digital placement of in-program interactive adverts appropriate to the profile of the viewer.
The media world is being turned on its head as it pays advertisers to help deliver Web 2.0 services for free in return for targeted access to receptive consumers and this is Media 2.0.
People will come to accept the “fair exchange” of focussed and targeted advertising paying for digital city deployment and free delivery of some Web 2.0 services. If people don’t want adverts, they will be paying for the service.