Mr. Leggiere wrote "Two key and as yet unanswered questions are how consumer behavior in new media venues such as VOD and IPTV can be modeled and targeted, and, more fundamentally, how the increasingly variegated and fragmented media habits of consumers can be tracked and targeted across multiple media."
The question is interesting, the answer fascinating and not how NextStage would develop an answer (I know, you're shocked!)
I responded to Mr. Leggiere's question and response with the following:
"Interesting post. I'm addressing some of the issues raised in your last item in a series of IMediaConnection articles, the first of which, 2 Strategies for the Future of Online TV, was just published. I don't think the solution is to track across all channels necessarily, but to isolate the consumer neuro-models which exist across all channels and aim for those."
My point is based on something NextStage has found successful with our clients, something alluded to in Mapping Personae to Outcomes. Once you determine the cognitive, motivational/effective and behavioral drivers for your target audience you can apply the same resulting model across all channels with excellent results. It doesn't matter if the channels are web, print and tv, once you get the drivers for the audience you can apply them to each channel and get results. The only limiting factor is how much your willing to invest in each channel.
The real challenge is figuring out where to find the solution, not figuring out the solution itself. Look in the right place and solutions present themselves like students waiving their hands for the teacher's attention.
Please contact NextStage for information regarding presentations and trainings on this and other topics.
Links for this post:
» The Death of Online Video from BizMediaScience
Is Video Overload Possible? [Read More]
Tracked on: March 15, 2007 9:39 AM | Permalink to Trackback