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On Advertising, Egalitarianism, Totalitarianism, Hegemony, and Adaptation
May 08, 2006
The internet is an egalitarian system. The distance between the birth of a new idea or thought and the critical mass obtained to make either suddenly part of the global conversation, or even a niche conversation that would have never been possible at any other epoch in human history, can literally be minutes- minutes only because the atomic element in these births is equal across the global nursery.
Were the atom in this case to be judged first and categorized by a hierarchical appraisal of assets, as is the want of the current net neutrality land-grab attempt before congress, we would no longer have an egalitarian system, and the distance to critical mass would either stretch out beyond sight and reach or be barred completely by an electronic ceiling. The heads hitting it would be those attached to the least assets, of course.
It's this same egalitarianism that challenges old media, and as hegemonic systems usually demonstrate when challenged to change, the urge to become totalitarian rather than adapt to the burgeoning egalitarianism they are faced with clouds judgments, and very bad ideas seem very good. The loony Philip's toothpick-in-the-eyes patent is a wonderfully stupid case in point.
All of this as preamble serves as a way to attempt to fully recognize a good old media idea in the face of the egalitarian change they are confronted with- an all-too-rare attempt to adapt rather than change the game such that only they and their buddies can play:
TiVo today launched its new advertising search product, TiVo Product Watch, offering advertisers a new way to reach highly valued in-market consumers - those TiVo subscribers who are actively looking for products - with advertising content and information, MarketingVox reports. Some 70 advertisers and 100 leading brands have signed up at launch. TiVo subscribers will be able to create searches, including their favorite brands, and select advertising content ranging from one minute to 60 minutes.
Mind you, TIVO is no old media company. Yet note in the following advertisers adapting to the challenge of a new media format like TIVO, rather than trying to disable it like the Philip's Clockwork Orange approach:
At launch, General Motors, Sony Pictures, Lending Tree and Kraft Foods will be among the premium advertisers for their respective advertising categories. Examples of content range from cooking demonstrations from Kraft Foods, to understanding the impact of different types of mortgages from Lending Tree, to behind-the-scenes movie trailers from Sony Pictures and new automotive features and aesthetic options from General Motors.
I'm willing to bet viewers just may appreciate this a bit more than having their eyes pried open forcibly.
All posts by John Lustina
posted by John Lustina at May 8, 2006 07:25 PM
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