I recently attended STREAM, an IPTV conference on Internet Television. Many have not made the connection yet that television is slowly but surly fusing with Internet. The next decade will see television being delivered through our internet connections on smart/internet televisions. Television and cable stations who were accustomed to having a channeled audience will now experience a diffused and fragmented audience of on-demand consumers. This will open up a lot of opportunity for marketing professionals able to connect content producers with consumers, which is critical for advertising dollars to flow.
It use to be that the produces had control over content consumption due to limited choice, but the tied is changing to consumers having control over what they want to consume, from where and when. When this happens, advertisers will have a much greater challenge to connect with their target audience and will be reliant on marketing companies and “middle men” such as Google, who have the ability to connect advertisers with a fragmented consumer base. I do not think it will be very long before we will start seeing Google Ads on out TV sets. Think of what this could mean for the online advertising community. All of a sudden, the television audience joins the internet audience and online marketing grows like never before.
The biggest highlight of the conference for me was meeting Prof. Alexander Manu and getting the opportunity to have lunch with him. He is a Professor in Toronto and a visionary and expert on behavioral space. You can find him at www.alexandermanu.com. He was also the keynote speaker at the conference and gave a very interesting and enjoyable presentation. It was all about the new age of content creation and distribution. It is going to take much more advanced forms in the future. He also spoke of some successful products not being products at all (in traditional thinking terms) but new behavioral spaces, redefining human behavior. Think of Apple, Facebook and Google, some of the products they have launched have forced us to behavior differently. The success of products like the iPhone are not merely due to the product, but the behavioral environment it creates. It entertains us, allows us to interact with technology in a fun and constructive way, allowing us to discover new technologies (apps) and allows us to “play” and be entertained. The same can be said for Facebook and some Google products. They are somewhat addictive and make you want to come back for more. Its a very interesting way of approaching business and product development and I encourage anyone to look into it. You can even download the first chapter of Alexander Manu’s recent book on behavioral space for free from his website www.alexandermanu.com.
I encourage you to watch this space. It is approaching and will catch a lot of us by surprise. It will redefine the next decade of technology achievements and some of the next “Big players” will emerge from this space.