TV 2.0: The Empire Strikes Back

26 06 2008

UPDATE: Solutions Research Group Predicts People Will Spend As Much Time With Video As They Do Sleeping

The :30 commercial may or may not have an entirely secure future. But I have no doubt about the future of video, or advertising opportunities. In fact, they will be almost literally everywhere.

Forrester Research lays out a future landscape dominated by video in a new report, “How Video Will Take Over The World.”

Analyst James L. McQuivey, Ph.D, envisages consumers being confronted with “a dozen video platforms per day.”

He asks us to imagine:

  1. waking up to a video alarm clock;
  2. checking satellite weather videos on your mobile phone;
  3. watching traffic videos on your GPS unit while driving in to work;
  4. watching an ad for a Ford Edge on Gas TV while fueling up at a gas station;
  5. streaming MSNBC stock reports from your desktop at work;
  6. seeing a short address from your CEO in a meeting-room photo frame;
  7. watching a promo for American Gladiators in the back of a video-enabled taxi on the way to the airport;
  8. hearing Glenn Beck’s take on the elections while waiting at the airport gate;
  9. watching a clip from your daughter’s middle-school debut in Guys and Dolls that your spouse emailed as you board the plane;
  10. indulging in American Idol on the satellite TV on your JetBlue flight;
  11. checking in at your hotel through a video kiosk; and finally
  12. catching Iron Man in HD on the hotel room’s flat-screen TV.”

The future is not about TV vs digital. It’s about harnessing them so they work together.




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