Re: UKNM: Fast Summit

[Jon Beverley]

Steve Andrews (home) wrote:

> 

> Be it as it may, we on this circulation are all speaking from middle-class,

> relatively affluent, "nice house in Chertsey" positions.  Allied to which we

> all have pretty in-depth knowledge and experience of the medium.  My dustman

> doesn't; my milkman doesn't - and doesn't want to understand until the

> mechanism for delivery of the medium is as simple as teletext:  free,

> one-click, preferably seamless with something safe like TV, instant and

> interactive.  When we have that, then the masses jump in and then the FMCG

> boys will really motor.



A fine point, and one which to my mind simply doesn't get aired often

enough. I find it interesting that the real business of Internet

advertising is only just getting underway, perhaps five years in from

any sort of popular 'take-off' point. Is there any chance we'll learn

the lesson, and be on the ball a litle faster when talking about

interactive TV advertising?


My point, oft made, concerning iTV is that it needs to address itself

primarily to the 'suburban Coventry/Turin/Stuttgart/Illinois' market -

bread and butter for advertisers like P&G. I just hope it won't be 2004

before the first advertiser-sponsored 'interactive TV advertising'

summit.


Jon Beverley