As consumers shift from linear to non-linear media, like video on demand (VOD), wireless phones, IPODs or IPTV, what does this mean to advertising?
I think it represents a significant shift is what advertisers buy and how advertising is measured. The shift is not just from linear to non-linear but to buying consumers, not spots.
Advertising buyers will buy individuals based on desired demographics. The key here is individuals, not only will advertisers be able to buy individuals based on demographics but they will have the ability to deliver content to a specific individual. The technology not only exists today but it is deployed. Check out www.visibleworld.com and www.invidi.com.
The ability to deliver tailored content to a specific individual will challenge today’s media measurement systems. To measure non-linear advertising will require a third-party data aggregator not only to consolidate data across the various providers but to protect consumer privacy.