As we move into a future where TV is being delivered over the web, be it streamed or P2P like Joost, the previously unmeasurable parts of the industry like TV/Above The Line will have access to the targetting and measurability that we?ve
enjoyed in the online world for the past years. This is going to change what we think of as data and analytics. It’s a very exciting time to be in the land of the 30 second TV ad in my opinion.
Don’t think of your data that yuou get from the internet as web statistics that help you with your web site. Think of them as customer insight, teaching you what your customers are
interested in and use that to affect not only your marketing but all of your business decisions.
New technologies are going to bring the off and on worlds closer and closer. Google’s attempts alone at integrating print and tv into their adsense platform is enough to send earthquakes through the rest of the industry, and Microsoft recent purchase of aQuantive for $6.5 billion is only going to heat this up more and more. The same level of analysis and insight that goes into their PPC ads can and will be applied to effectively any other channel. It removes barriers that were once there and makes for truly integrated approach.
Channels will irrelevant moving forwards and the power of the big idea will never be more important. Web analytics are all well and good. Thinking in terms of on and offline is too. But without a solid idea sitting behind your work you can forget all about the analysis because it plain won’t work.
Howard
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