The future of television may be digital, but if you're a player in the
digital space looking at the meetings and parties taking place as
television networks wrap up their annual upfront sales efforts, it's
hard not to be a little bit jealous at all the money that still gets
lavished at broadcast and cable ad inventory.
So this year, some digital players are hosting their own "upfronts" in
an effort to get advertisers thinking about the commitments they should
be making to digital ads.
Will 2011 be the year addressable television advertising – commercials targeted to specific homes – finally takes off? The answer is yes if you ask DirecTV and Starcom MediaVest. Starcom has committed to spend up to $20 million of its clients' budgets on addressable ads sold through DirecTV next year.
Forget the fact that Canoe Ventures, the much-hyped addressable ad platform launched by the big cable companies, is … well, dead in the water. A satellite provider may wind up delivering the most precisely-targeted TV ads for brands like P&G and Coke next year.
Avatar, the sci-fi blockbuster that has already grossed more than $1bn globally at the box office, has rekindled interest in 3D entertainment.
That's because a lot of the buzz around the movie, which can be viewed in a 3D flavor, can be attributed to the 3D experience.
For the past several years, telcos have looked on in horror as their cell phone owning subscribers - particularly younger ones - decided landlines are purely optional. Inevitably consumers are making the same shift with their television and DVD viewing habits.
No one has the exact figures, but it's estimated some 1.1 percent of US households are TV-free, some one percent of the market. Certainly the current economic climate isn't helping as consumers look for ways to pare down their monthly expenses. Electricity may be mandatory - but cable, satellite and daily newspaper delivery? You can get all that stuff free online.
As viewers shift to YouTube, Hulu, and streaming services offered by television networks, not to mention streaming video provided by the leading online DVD rental companies such as Netflix, global entertainment conglomerates such as Disney and Time Warner are seeing an impact to their bottom lines that will likely last well beyond the current economic climate.