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A new study by the Winterberry Group seems to confirm what many other marketing experts have been saying. Advertising services are moving below the line quicker than most had predicted.
In advertising, above-the-line (ATL) services are associated with the more publicly visible, mass media brand efforts, and below-the-line (BTL) services are attributed to more specifically targeted, measureable, interactive and direct marketing methods.
Most people think of radio as an older technology. However, it is being transformed into the latest and the greatest with new twists that are making it difficult for most consumers to stay current. The latest addition is HD radio, which allows broadcasters the ability to squeeze up to eight separate stations into the frequency that was previously assigned to one station. The result is more variety and more customized content.
Radio, as it was originally developed, came from radio waves, but it has become much more than that. Radio is really becoming an audio portal for analog and digital content. The consumer just wants good audio options and it doesn’t really matter if it comes from an AM, FM or HD signal...a satellite...Internet radio...or music and podcasts ported from an iPod through the radio.
Ah, marketing. The last creative bastion of making fly-by-the-seat-of-your-pants, intuitive, gut-level “decisions” (okay, hunches) for ways to sell more stuff to more people while tossing caution and budgets to the wind. Things have changed, and marketers, like it or not, have now met their match in math—or perhaps they’ve found new friends in finance?
The Transportation Safety Administration has followed the Bush Administration’s directive by offering private companies the option of creating ”express lanes” for travelers who want to avoid delays at airport security checkpoints
The agency, which has recently been criticized for a variety of blunders including stopping a 4-year-old boy whose name was similar to one on a terrorism watch list, will require that program applicants undergo a government background check and submit 10 fingerprints that will be stored on a digital identification card.
What if new movies were released to theaters, home television sets and DVDs all at once. That scenario might not be far off, based on a New York Times story. The article discusses an initiative by IFC Entertainment to simultaneously release 24 films to theaters and cable pay-per-view TV at the same time. Granted, these releases will be to independent theaters, but I think it signals the beginning of some big changes in the movie industry as a whole.
In a related post here two weeks ago, I cited an AP-AOL poll that revealed 73 percent of adults would prefer to watch movies in their homes. The Internet and entertainment industry has time after time witnessed the fact that digital content wants to lose its dependence on the middleman.
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