The future of TV advertising poll
by asi
In the near future the landscape
of media and entertainment is about to change quite dramatically. As consumers, we will have greater
control. We will increasingly determine our own use of media in a much more
complete fashion, including decisions like when we will accept marketing messages and
when we won’t.
For example, we will soon have
the choice of either paying premium and receive the programmes we like
advertising-free, or we’ll be able to customise the advertising we receive and choose
the brands/categories we are willing to accept advertising from.
How would you like to receive your
TV advertising in the future?
Below you’ll find three options –
please choose one.
UPDATE: (25 October) BLOGPOLL IS DOWN AND SO IS THIS POLL – APPOLOGY FOR THAT.
UPDATE: (26 October) Last results that I was able to retrieve show (97 votes):
56% prefer to pay premium price and get ad-free content/entertainmment.
36% are willing to trade some personal information in return to relevant, customised ads.
8% are happy as it is now.
Many thanks for your
participation. I really appreciate your help.
I can’t find the source (tried but failed), but i remember reading more than a year ago, a reasearch that claimed in the US the market of ad free premium content is bigger than the ad supported content.
one thing that is rather easy to find is surveys showing people would rather pay a premium. (here http://www.marketingvox.com/archives/2006/01/18/users_prefer_paying_for_adfree_video/index.php, in mobile devices)
Hello chap,
To be honest – none of the above but I’d go with the first one because currently the only television content I really care about I get off the internet, stripped of ads, straight from the USA, and it costs me nothing apart from bandwidth.
But I accept this isn’t really a sustainable business model for content creation.
So I guess, in the future, I’d like a hybrid of the latter two – I would want to keep control of my data, have things negotiated by intelligent software at my end of the transaction, not the advertisers, and then subscribe to relevant, personalised streams of content built around my claimed and assumed preferences.
Think you’ve missed an option, and I agree with Faris, I don’t want to give up my personal data but I am happy to pay for content with advertising attached to it, especially if it costs less than the same content ad-free. Right now I’d happily pay to download the TV shows I like with ads in. It depends a bit what you mean by personal data – I’d never want to give anything up that would allow advertisers to contact me without my consent, and I’d never fill in pages of personal info and preferences like companies such as Yahoo try to get you to do, but I wouldn’t mind ticking a few boxes before I downloaded a show to say for example I was interested in holidays or crime books this week.
But like Faris says, I can download the stuff I like without ads from YouTube because the actual content providers are just being to slow off the mark. And by the time they get round to it I’ll already have a bunch of online contacts in the USA who can ftp me free, and ad-free, content and vice versa. I suppose it’s about convenience and options – negotiating that is going to be hard for content providers.
Interesting topic!
Uri – thanks for the link. our little poll proves your point – so far the majority are willing to pay premium to live ad-free life…
Faris / Liz (thanks for popping over!) – I was trying to keep it as simple as possible and tp present 3 prototype models. its always a question of how premium, or what personal info.
I think I’d start with the personal info model as long as i get relevant, tasteful, good quality ads. but then thats really hard to find…