] -----Original Message-----
] From: keitai-l-bounce@appelsiini.net
] [mailto:keitai-l-bounce@appelsiini.net]On Behalf Of Juergen Specht
]
] * Everybody will tolerate ads in television, but nobody will
] tolerate an ad 'sticker' on your remocon LCD which you have to
] see first if you want to change the channel of your TV.
FYI in the US ATT digital cable TV now has banner ads on. every time you
call up info on the current programme, a bar appears at the bottom with an
ad for pay-per-view movies. I find it fairly annoying, but <guilty!> have
clicked on it sometimes...
There seem to be two basic ad-models:
* sequential
Eg TV ads, interstitials.
With time-based media such as tv, you have to put up with the ad to get at
the content you want. you can't control the time-axis.
the problem here is people are unwilling to interact for fear of derailing
their thread. Pogo.com does a reasonable job of this in popping out new
windows when interstitials play.
* parallel
eg banner ads, street billboards
using the spatial axis, putting ads next to the content.
people don't route around this so much, but also 'contextual commerce'
doesn't seem to be a huge hit. current >25 yr olds are still fairly fixed in
their modality of shopping or reading.
Would anyone add to these two basic classes? Coupons, games... marketing
that is fun in its own right like quality sponsored content? My belief is
that this is going to be key - you need to deliver real value to obtain
permission to market.
Are there any interstitials on iMode yet?
tx,
dc
+-----------------------------------+----------------------+
david [dc] collier ceo | Gamelet.com
e | dc@gamelet.com
v | 415.552.4968
Entertainment Marketing Technology | http://www.gamelet.com
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Received on Tue Sep 5 05:00:56 2000