It’s not me it’s you: The future of television and the consumer expectation
Jun 5, 2012
I came across these vignettes on the future of TV and the implications new technology will have for the world of advertising. The main ideas that seem to come up in each episode of the series are the integration of web and television experiences, the new customer expectation, and the privacy of the consumer.
While these videos — and a lot of current conversations seem to be focused on the consumer-focused market, I think the real challenge will be integrating the interactive experience and TV into the business-focused market as well.
The New Consumer Expectation
With the advent of social media, we have an expectation of communication. People want to interact and connect with things they love and enjoy.
And while the integration of web into the television experience has already occurred to some extent, for advertisers the connection to the television experience via the web is tenuous, at best. Users must currently seek out interactions via secondary devices, and they are often disappointed by the singular experience they discover.
The new consumer wants to be a part of the conversation, and in turn advertisers will need to learn how communicate clearly across multiple mediums. This isn’t just about how television can take part in the interactive world; it is about the natural flow and progression from a single piece of media to a greater conversation.
The Privacy of the Consumer
As businesses learn more and more about its customers, it is important they choose to use this data properly. While user targeted advertising is still in its infancy, it is important that businesses don’t alienate the consumer. Advertisements that become too personal or are merely based on one interaction won’t sell. A recent study found that 44% of Facebook users would never click on a sponsored ad; obviously something is not working here. The idea that a business will instantly know a consumer only after a few interactions is foolish, taking the time to form more nuanced picture of a person is important. You have got to know who your talking to.
Interestingly enough the series seems divided on the issue of customer privacy. On one side, the aspect of knowing your audience could vastly improve the advertising experience, but in its infancy “targeted” ads don’t seem to work as well as they should. The key is for advertisers to harness user data in a more integrated fashion, and more importantly for the web to understand user context. Social media is a jungle of perspectives, yet if we can understand even the most rudimentary elements advertising could become a lot more relevant.
How does this apply to B2B?
As consumer-advertising expectations change it is important that B2B advertising keeps up. Consumers’ expectations will, eventually, carry through into the business realm.
B2B marketers are already missing out on countless potential conversations happening in the interactive space around TV, and they often fail to curate the customer interactions they do have. After all, long form media is merely an introduction to an intimate conversation and an ongoing relationship with a brand.
It’s time for business to engage in a deeper conversation with its consumer, from people to businesses. Those that don’t might discover they no longer have an audience.
My passion for design was forged from LEGO’s, a $2 VHS camera, and the desire to never have a real summer job. I have always found myself at the intersection of hard work and creativity. In High School that meant splitting time in both the football stadium and the theatre department. In College, that meant staying up 72 hours straight to finish a design project. Today I apply that same passion to creatively solving problems with the utmost accountability. As a designer, visual thinker, and creator I work with a love for all forms of visual communication. Creating work that is both technically and creatively strong is central to my process here at Centerline. Aside from motion design and advertising, I enjoy music, the outdoors, and a good book. I constantly strive to evoke thought, create change, and spark emotion not only in my work, but in my life as well.