Edsger Dijkstra
February 22nd, 2006, 08:00 AM
May be arriving a little early..and a hint of what is coming, which is far,
far bigger than "buy it now" for the music...
====================================================
BUY IT FROM RADIO ADS AT THE PUSH OF A BUTTON
XM, Samsung, Pioneer Open the Door to Interactive Transactions
February 21, 2006
By Abbey Klaassen
NEW YORK (AdAge.com) -- Push the button, buy the product direct from the ad.
That’s always been the holy grail for TV advertising and now it’s coming --
to radio.
In two weeks, XM Satellite Radio will begin shipping to retailers a pair of
new XM-enabled portable MP3 players. In addition to recording and
time-shifting capabilities, the devices -- the Helix from Samsung and Inno
from Pioneer -- will feature a button users can push to “bookmark” songs
they like when they hear them on the radio. Later, when users dock the
player to an Internet-connected port, the marked songs will be bought and
automatically downloaded from Napster, thanks to a relationship XM has with
the music service.
It’s not a stretch to see the same push-and-purchase function made available
for advertisers. While neither XM nor Sirius are anxious to disclose their
plans for forthcoming hardware and technology, there are hints that
interactivity will be a major component -- and one that benefits both
consumers and advertisers.
“Our next generation of products coming out in the next two weeks will be an
XM-enabled MP3 player with, in the simplest terms, that ‘buy’ button,” D.
Scott Karnedy, senior VP-ad sales for XM Satellite Radio, said at a radio
panel last week. “The next generation [after that] will be that if you want
to hit that button for more information about that product you just heard
described.”
Two-way interaction
Interactivity -- the ability to buy Teri Hatcher’s sweater by pushing the
red button on a remote control -- has been a TV buzzword since the
mid-1990s. But only recently have cable and satellite TV operators and
technology companies like TiVo become viable grounds for experimenting with
ad campaigns that ask consumers to opt-in for more information or,
potentially, allow them to purchase a product directly from the TV.
“Whether it’s ultimately of use to consumers depends on ease of
application,” said Matt Feinberg, senior VP-radio, at media-buying agency
Zenith. He believes the terrestrial-radio companies could successfully use
the digital technology they’ve started rolling out in a similar manner. One
of the features of digital radio is a two-way interaction, which, like in
digital cable, means consumers can request more information.
XM’s hardware is at least one generation away and the only comment Sirius
will make is “for the future, we are working on products with multiple
features and functions.” But that doesn’t stop marketers from pondering the
possibilities.
Time-shifting ads in radio
“Typically you don’t think of radio as being the best direct-response
medium,” said Jim O’Rourke, group media director at Dallas-based Richards
Group, an agency that uses lots of radio -- it created the award-winning
“Motel 6” ads -- and has experimented with TiVo’s interactive-ad functions.
Whether he’d use it depends on how it would be priced, “but there is an
appeal, even to just being able to time-shift an ad in radio,” he said. “It
gives radio an element that TV could say it has, and print has and the
Internet has.”
Linking traditional media with an online component is a kissing cousin of
interactivity -- and one that is already entirely viable. San
Francisco-based Delivery Agent, for example, has created an e-commerce
business selling the products featured in TV shows. Weinstein Co., which
produces Bravo’s “Project Runway,” contracted with Delivery Agent to sell
the clothing designed on the reality competition show. A recent challenge
asked fashion designers to create an outfit for My Scene Barbie; the site
later sold out of the 3,300 dolls wearing the winning designer’s creation.
Delivery Agent also has inked deals with NBC and ABC.
http://adage.com/news.cms?newsId=47971
far bigger than "buy it now" for the music...
====================================================
BUY IT FROM RADIO ADS AT THE PUSH OF A BUTTON
XM, Samsung, Pioneer Open the Door to Interactive Transactions
February 21, 2006
By Abbey Klaassen
NEW YORK (AdAge.com) -- Push the button, buy the product direct from the ad.
That’s always been the holy grail for TV advertising and now it’s coming --
to radio.
In two weeks, XM Satellite Radio will begin shipping to retailers a pair of
new XM-enabled portable MP3 players. In addition to recording and
time-shifting capabilities, the devices -- the Helix from Samsung and Inno
from Pioneer -- will feature a button users can push to “bookmark” songs
they like when they hear them on the radio. Later, when users dock the
player to an Internet-connected port, the marked songs will be bought and
automatically downloaded from Napster, thanks to a relationship XM has with
the music service.
It’s not a stretch to see the same push-and-purchase function made available
for advertisers. While neither XM nor Sirius are anxious to disclose their
plans for forthcoming hardware and technology, there are hints that
interactivity will be a major component -- and one that benefits both
consumers and advertisers.
“Our next generation of products coming out in the next two weeks will be an
XM-enabled MP3 player with, in the simplest terms, that ‘buy’ button,” D.
Scott Karnedy, senior VP-ad sales for XM Satellite Radio, said at a radio
panel last week. “The next generation [after that] will be that if you want
to hit that button for more information about that product you just heard
described.”
Two-way interaction
Interactivity -- the ability to buy Teri Hatcher’s sweater by pushing the
red button on a remote control -- has been a TV buzzword since the
mid-1990s. But only recently have cable and satellite TV operators and
technology companies like TiVo become viable grounds for experimenting with
ad campaigns that ask consumers to opt-in for more information or,
potentially, allow them to purchase a product directly from the TV.
“Whether it’s ultimately of use to consumers depends on ease of
application,” said Matt Feinberg, senior VP-radio, at media-buying agency
Zenith. He believes the terrestrial-radio companies could successfully use
the digital technology they’ve started rolling out in a similar manner. One
of the features of digital radio is a two-way interaction, which, like in
digital cable, means consumers can request more information.
XM’s hardware is at least one generation away and the only comment Sirius
will make is “for the future, we are working on products with multiple
features and functions.” But that doesn’t stop marketers from pondering the
possibilities.
Time-shifting ads in radio
“Typically you don’t think of radio as being the best direct-response
medium,” said Jim O’Rourke, group media director at Dallas-based Richards
Group, an agency that uses lots of radio -- it created the award-winning
“Motel 6” ads -- and has experimented with TiVo’s interactive-ad functions.
Whether he’d use it depends on how it would be priced, “but there is an
appeal, even to just being able to time-shift an ad in radio,” he said. “It
gives radio an element that TV could say it has, and print has and the
Internet has.”
Linking traditional media with an online component is a kissing cousin of
interactivity -- and one that is already entirely viable. San
Francisco-based Delivery Agent, for example, has created an e-commerce
business selling the products featured in TV shows. Weinstein Co., which
produces Bravo’s “Project Runway,” contracted with Delivery Agent to sell
the clothing designed on the reality competition show. A recent challenge
asked fashion designers to create an outfit for My Scene Barbie; the site
later sold out of the 3,300 dolls wearing the winning designer’s creation.
Delivery Agent also has inked deals with NBC and ABC.
http://adage.com/news.cms?newsId=47971