It is a widely held belief that TV & Video are under a threshold of change. What can one expect in the coming decade? Here's what consumers want from TV & Video:
According to Peter Storck, president and founder of digital media consultancy North Points Group,
- 33 percent of consumers say they're interested in getting TV-related features on their PCs.
- 28 percent would like to see internet-related features and interactivity on their TVs.
- Only 17 percent of respondents said that they watch video over the internet frequently.
- 50 percent claimed to do so at least occasionally
Clearly, the convergence between video entertainment and interactivity is alive and well.
Those who owned a digital video recorder rated its features as much more important than those who did not own one, with the greatest disparity appearing under "ability to avoid commercials." 46 percent of DVR owners rated that feature as important, while only 26 percent of non-DVR owners did. Clearly, consumers get used to life without intrusive marketing messages very quickly.
In other words, all our media models are becoming integrated, and advertising has a future in television. What's more, "We'll be able to tell how many people choose to go deeper" to become more engaged with the brand. So messages that consumers deem relevant will become ever more valuable, while those that don't engage them will be instantly consigned to fast-forward oblivion.