When it comes to advertising, broadcast and broadband work in two very different ways.
Broadcast is primarily about size, as in how many people see the advertising.
Broadband is primarily about time, as in how much time people spend with the advertising.
Broadcast is about building sales through reach.
Broadband is about building sales through relationships. To build a relationship, time must be spent.
If proof is needed, go ask your spouse.
The big question facing the Ad Industry today is how to begin monetizing the transition from a business model based on size, bought and sold through impressions; to a business model based on relationships, bought and sold through time spent?
When confronted with an emerging media platform, it is only natural to apply the rules and practices used with the emerging media platform, if for no other reason than that they are familiar.
Over time, it becomes apparent that the old rules and practices won’t work and next generation models need to be implemented.
It’s time to stop trying to take what was and trying to make it fit with what is.
Perhaps Marshall McLuhan said it best.
“Our age of anxiety is in great part, the result of trying to do today’s job with yesterday’s tools.”