The Pondering Primate writes:
Most companies will soon target multiple, smaller pools of consumerson TV, on the Web, over cell phones and, yes, even in hotel rooms. The key will be finding audiences that are interested in the product to begin with.
How is this done? How does a brand know when a consumer is showing interest in an ad? Is there a way to measure this? Yes.
It will be known as physical world analytics. Just like there are companies that measure web traffic, and TV viewing volume, there will be an industry that measures the “traffic” physical world ads generate.
Unlike web analytic companies that can decipher what IP address and zipcode a user is from when visiting a site, this physical world analytic company will be able to provide the cell phone number and location of user.
Another post adds:
When the industry realizes they can have direct access to their targeted audience through physical advertising, the dollars will shift to ANOTHER medium. The reason the Google/Yahoo’s are getting so many advertising dollars is because advertisers haven’t been exposed to anything else.
When advertisers are able to directly interact with the consumer via every print ad and packaged good, watch what happens to shift in advertising dollars. It will be the first place advertisers turn to.
Subscriptions will be the next Search.