Comments on: Datacasting and mobile advertisements http://ojomobile.wordpress.com/2007/06/04/datacasting-and-mobile-advertisements/ Thoughts, Rants, & Raves on Wireless Mon, 01 Dec 2008 09:35:20 +0000 http://wordpress.com/ hourly 1 By: Ted Wugofski http://ojomobile.wordpress.com/2007/06/04/datacasting-and-mobile-advertisements/#comment-114 Ted Wugofski Thu, 28 Jun 2007 13:27:50 +0000 http://ojomobile.wordpress.com/2007/06/04/datacasting-and-mobile-advertisements/#comment-114 As you point out, getting the business model right is key. Cost is a key element of the business model -- you normally don't want costs increasing at the same rate you increase consumption. As you also point out, cost effective mechanisms are needed to delivery advertising. My belief is that datacasting is one means of achieving cost effective advertising. I looked at Visible World and it appears to represent the "personalize later" mechanism for advertising that I describe above. "Trafficked as a single ad, these dynamic elements are assembled automatically at airtime to create a spot that's exactly right for its time, place, and audience" To me, this is one form of datacasting. As you point out, getting the business model right is key. Cost is a key element of the business model — you normally don’t want costs increasing at the same rate you increase consumption. As you also point out, cost effective mechanisms are needed to delivery advertising. My belief is that datacasting is one means of achieving cost effective advertising.

I looked at Visible World and it appears to represent the “personalize later” mechanism for advertising that I describe above. “Trafficked as a single ad, these dynamic elements are assembled automatically at airtime to create a spot that’s exactly right for its time, place, and audience” To me, this is one form of datacasting.

]]> By: Srini Dharmaji http://ojomobile.wordpress.com/2007/06/04/datacasting-and-mobile-advertisements/#comment-113 Srini Dharmaji Thu, 28 Jun 2007 02:34:12 +0000 http://ojomobile.wordpress.com/2007/06/04/datacasting-and-mobile-advertisements/#comment-113 Ted, Do not quite understand why datacasting or filecasting is needed for mass market and other forms of channel based advertising when these ads can be be sent down in a cost-effective way from the network. Datacasting does not solve the whole nine yards in targeted advertising alone. Pre-caching of ads and play back is not a new concept (being done in TV today, the likes of Visitble World and Invidi), but getting the business model right is the key to a sustainable and progressive Mobile TV ecosystem. Srini Ted,
Do not quite understand why datacasting or filecasting is needed for mass market and other forms of channel based advertising when these ads can be be sent down in a cost-effective way from the network.

Datacasting does not solve the whole nine yards in targeted advertising alone. Pre-caching of ads and play back is not a new concept (being done in TV today, the likes of Visitble World and Invidi), but getting the business model right is the key to a sustainable and progressive Mobile TV ecosystem.

Srini

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