The ad said something which every viewer could appreciate: "When you replay, you can skip the ads." However, after networks pulled the ad, LG had to submit a different ad for the product which featured the considerably less appealing: "And when you replay, you can skip straight back to the action."
While the networks may have won this time, it's obvious that TV recording technology is here to stay and that the power balance, at least ostensibly, will shift in favour of consumers.
1. Greater use of product placement, sponsorship and ads that aren't ads.
Having spent some time recently watching the excellent HBO series The Wire, I've noticed the clever product placement of Heineken beer in the series (featured far more prominently in the series than the National Bohemian brand which is ubiquitous in Baltimore). Almost any time the brand is seen in the series, the label is faced towards the camera. In Japan, where I spent some time, nearly everything you see on TV is an ad in one sense or another. While I'd rather have ads and programming kept entirely separate, this is obviously on it's way out.
2. Targeted ad messages.
With TV recording technology increasingly in use in the home, advertisers are looking for more ways to get their message to consumers. Many have suggested that we may soon see TV advertising which works much in the way that pay per click advertising such as Google AdWords does. This could be much more cost effective for advertisers, but this is still a form of "push" marketing, even if it may work on a pay per impression model.
3. Information marketing and lead generation.
Reports, White Papers, DVDs, Audio Programs, software etc. will be given away (or sold) with the aim of enticing prospects to "self-select" and allow advertisers to focus their energies and promotional dollars on high-probability prospects rather than anyone and everyone. I'm now currently conducting lead generation campaigns for companies who traditionally wouldn't have touched this "direct marketing" stuff with a bargepole.
4. Marketing will need to be 100% costed and accountable.
If you don't use targeted, cost effective and above all accountable marketing strategies, prepare to lose business. These include both online and offline marketing efforts.
5. PR and spin will trump orchestrated brand-building and marketing efforts.
We're already seeing more companies dedicating a larger slice of their marketing dollars towards press releases and other methods which can make their products and services into news ? and this is a trend which will only get bigger.
6. Even narrower niches.
Gaining a larger share of the market has become a lot harder to do ? and it s something you'll see companies turning away from in favour of targeting smaller and smaller niche markets instead.
7. Blue Ocean Strategies.
The rewards of value innovation will become even greater as smart companies refuse to mash themselves to a pulp butting heads with their competitors in hyper-crowded markets. Instead, the most successful companies and brands will strive to create uncontested market space - easier said than done.
About the Author:

