Two words. Digital Convergence….

What areas of advertising and marketing are not changing? None.

They are all cowering over the sea-changes from technology and from the adoption of hardware by users; that are rapidly changing the existing eco-system.

It’s certainly a change for the better down the line to users but  as always in technology there are always casualties.

Digital convergence is changing performance attribution and as content cross-populates through various devices and mediums so does the adoption uptake with users.

Let’s take the example of newspapers – they have a shelf life offline (until you throw away the paper; most likely) and then the same content can be kept alive forever through web presence (the newspaper online website). This article may for some reason be appended to a twitter post and the content can live on through digital convergence.  In this case its a little clearer to see attribution but what happens when there is a large campaign for an advertiser who uses multiple  data sources to identify a potential audience. How do you verify what actually led to the ultimate conversion?

The last click to conversion or first click to conversion in the conversion path is flawed on some levels but when you have so many convergences digitally – how do we truly attribute conversion success? Well; there is no real answer here – lots of  debate but no real answer. We ultimately need new tracking metrics in order to understand conversion and its attribution to the right cause and effect.

TV Ratings to me has been a bug-bear one because it’s not wholly accurate but two because often great tv programmes have been axed because apparently they did not get enough rating points to deliver the key advertising revenues per show.

We have digitally evolved now to have cable boxes, freeview boxes (for those in the UK) and also DVR (or  Tivo for the States) and the latter actually allows you to scrub (ad skipping) through advertising and just simply watch the content you prefer.  How does tv ratings adopt to that new technology? How are advertisers going to receive their ROI based on such technology evading their customer base?

Some will consider IPTV interaction; others will diverse advertising revenue into online advertising.

Gaming seems to interesting especially in Asia where Gamers are more likely to enter gaming communities and Gaming companies are trying to making the Games more interactive with advertising and mobile, IPTV and the web.

Advertising is changing at such a rapid pace that those in the industry have to take notice and almost adopt the change as it occurs in order to understand, facilitate their business to the new world digital convergence order.

It’s surprising that those in USA and Europe are still only starting to move towards HTML5 – Asia is leap-frogging to the new technologies more rapidly; a major reason is the growth of broadband; the affluence of Asia and the adoption of different hardware platforms.

Its going to be interesting when e-commerce in Asia gets truly mobile; with the likes of group buying and hopefully Square mobile payment sitting on top of iphones. Next is the glorious impact of NFC……

That’s when advertising meets minority report :

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About adsolver

Ad-exchange expert with Rightmedia and Yahoo. Strategist on the evolution and ecology of the international display digital platform. Specialties: Evanglising Glocal digital marketing with outstanding experiences in Ad Exchanges, Behavioural Targeting, eCommerce, Multivariate Testing and data mashing. Have worked previously in the following industries: Internet ebusiness solutions multivariate testing Oil and Gas experience and Renewable Energy White-labelling Travel websites Telecommunications Advertising Exchanges
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