Lost Remote, a television and media technology blog I read, linked today to some survey results showing marketers intend to move a lot of advertising online and away from television in the future. That’s no great shakes - when everything starts to go digital it can be expected, but one prediction is that TV ad spending will decline 5-10 per cent beginning in the 2007 season. True, this is talking about the United States but that’s a lot of revenue soon, and it’s a reasonable trend to expect elsewhere (Australia) if it actually happens.
Somewhat related to Australia is an article in yesterday’s Media and Marketing section of The Australian. I can’t find it on their website, but the second paragraph should have been the first
Privately backed Regional Internet Australia will turn on the fastest internet services yet available in Australia as well as cheap internet voice services in Townsville ahead of a planned wider rollout.
It goes on to say speeds will be enough for near DVD video streaming quality with a maximum speed of 24 megabytes per second.
Faster online access isn’t going to do away with other forms of media overnight, just as radio didn’t destroy newspapers and television didn’t destroy radio as these new technologies were taken up. The difference is that in digital you have the ability to roll print, radio and television (amongst everything else) into one deliverable package, making digital media more likely to spell the end of old media than its predecessors had.
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2 comments ↓
Its true that digital TV is limiting the range of television ads what with being able to skip past them. But TV adertising still remains the highest reaching and (arguably) the most affective medium than all others.
I agree… I started to say something else but it wasn’t very intelligent, so I’ll just agree.
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