Switchability: Embracing A New Paradigm of Media Usage - Steve Yanovsky - MediaBizBlogger

Switchability describes the way consumers can substitute new behavior solutions for old ones Problems can be solved by creating new solutions to replace the tried and true For example decades ago Americans discovered that they would rather reach for bottled water than a carbonated soft drink to quench their thirstAsk a Millennial what time it is and they are not going to look at their wrist They are going to reach into their pocket and look at their cell phone or their PDA And fewer of them have a land line than prior generations More to the point ask them how they view video programming and the chances are increasing that it will be online not on their TV sets Because many of them no longer subscribe to cable television This trend has been increasing dramatically over the past three years 20062008 especially with the 1834 year olds According to a survey conducted by Knowledge Networks Inc the percentage of Internet users who access full TV programs online has increased from 12 to 26 And the percentage of 3549 year olds has increased from 8 to 16So what does Switchability mean to us in the media business As we are in the midst of an unprecedented Upfront and everyone nervously waits to see if the dire predictions of a 1525 spending drop actually come true we39ll be taking a hard look at how we deliver contentamp8212and advertisingamp8212to our switchable TV audience Advertisers are looking hard at where the audience really is and whether broadcast television is the only way to reach them Cable television networks are being asked to lower their rates from last year as wellIt is anticipated that some of that spending will wind up finding its way to digital video The medium continues to establish its credentials and more and more advertisers are becoming comfortable with it as part of their media mixAs we look at digital video we see more prime content online And above all a greater acknowledgement that this may well be the year we39ve really reached the tipping point in television With the increases in online video viewing the consumer really is in chargeNow that39s a switchSource Knowledge Networks Inc quotHow People Use TV39s Web Connectionsquot February 12 2009Steve Yanovsky is VP Marketing of BBE and can be reached at syanovskybbecom

Become a Thought Leader.
Share your thought leadership article with industry professionals & have them archived in Thought Leadership

Switchability: Embracing A New Paradigm of Media Usage - Steve Yanovsky - MediaBizBlogger

Author

Publish date

Channel

Steve Yanovsky

Hispanic Leadership Roundtable: Inclusion, Mentorship, and Building the Next Generation (Video) - By Juan Ayala

More Videos:

Become a Thought Leader. Share your thought leadership article with industry professionals & have them archived in Thought Leadership

Switchability: Embracing A New Paradigm of Media Usage - Steve Yanovsky - MediaBizBlogger

Enjoying This Commentary? There's More to Love

Steve Yanovsky

Hispanic Leadership Roundtable: Inclusion, Mentorship, and Building the Next Generation (Video) - By Juan Ayala

The payment was successful

Cookies

Become a Thought Leader.
Share your thought leadership article with industry professionals & have them archived in Thought Leadership