In the radio and TV era the model was saturation. Listen to or watch this station and we will saturate your personal attention with our sponsors ads. Sure we can hit the 'mute' button on the TV or pre-record the video so that we can fast-forward through the ads, conversely heaps of us don't feel violated sitting in front of a program that feeds 15 mins per hour of repetitive pulp at us. Kids seemingly zone out when the ads are on yet appear to have deep affinity with the Golden Arches whenever we drive by...
Anyway the very nature of advertising is in the process of flux, we are changing from a one size fits all saturation model [Exposure to] to the paradigm of Interaction with. In the podcast below Professor Veron refers to these ads as 'telescopic'. If the tag line is interesting we can click to go deeper. Each click, each step is essentially a logic gate that is drawing us down ever closer to an actual product or service on offer that we might be interested in paying for.
The process is similar to the way you are corralled into the Department you need when you phone say Telstra about your broadband service. Each question you answer ["press one if you are a residential customer"] gets you closer to the actual part you wish to Interact with, without having to bother humans.
And as Digital Radio is launched around Australia in July 09 listeners will have some basic control of and therefore interaction with the digital radio stream they are 'interacting' with. On a digital radio service songs can, for example, be paused or rewound.
Download this audio resource at ourmedia.org:http://www.ourmedia.org/media/changing-face-advertising
No comments:
Post a Comment