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November 2, 2005

The end of 'appointment viewing'


That's a term I'd never heard before I read it in a recent Wall Street Journal article about how TV viewing is starting to shift from the old "we schedule it, you watch it" model to the "anytime, anywhere, on any device" reality of the near future.

The Video iPod is but the first stirring of the drink.

As this shift occurs the networks will become even more irrelevant than they already are.

But even more profound will be the tectonic shift that will occur in advertising.

The "cram–down" style we've grown accustomed to, with the same brain–dead ads being shoved down our eyeballs over and over and over again — often during the same show — is bankrupt.

As will be the advertising agencies that attempt to continue their assault doing the same old same old.

And the companies that pour many millions of dollars into these annoying, useless ad campaigns.

Google is already frightening every type of conventional media with the sweep and power and effectiveness of its targeted ads: the fun is just beginning.

Ads on bookofjoe?


Never say never but I think it's fair to say it won't be, as they say in Silicon Valley la–la land, "real soon now."

November 2, 2005 at 10:01 AM | Permalink


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Appointment viewing was supplanted years ago by The Late Show, which calls itself 'Disappointment Viewing'

Posted by: Trixie | Nov 2, 2005 10:55:14 PM

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