Top Story

e4m_logo.png

Home >> International >> Article

Limited ads to lure post-PC audience: Jupiter Media Matrix

13-March-2001
Font Size   16
Share
Limited ads to lure post-PC audience: Jupiter Media Matrix

According to Jupiter Media Matrix, small and fragment wireless and interactive television audiences will limit advertising opportunities on post-PC platforms, making them secondary digital marketing vehicles. The Jupiter Research report is about the US—but advertising industry analysts in India are of the opinion that its validity will survive across national borders and geographic groupings.

The report says the post-PC audience (wireless devices, interactive television and Internet kiosks) will reach “critical mass” by 2005—but the PC will continue to dominate with its high level of household and individual penetration.

The research goes on to advise marketers targeting the post-PC audience to view them as ‘modal targets’—or distinct groups of individuals with similar behaviours and attitudes that stem closely from their use of any Internet-enabled devices, as opposed to the more common audience segmentation characteristics of demographics, geography and gender.

Marketers that believe they can overcome the limitation of interactive and wireless devices as branding vehicles miss the point. To maximise ad campaigns on these devices, advertisers must isolate and understand the attributes of modal targets and match the marketing message to the objective of the consumer using the device—not their demographic profile.

Tags

Markus Noder, Managing Partner, Serviceplan International, shared innovative tools, ideas and methodologies to generate tangible business values

The primary reason that led to growth of OTT is the constant improvement of internet speed and service across the country: Sandeep Gupta, ACT Fibernet

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

The Tata Group is considering review of its Public Relations mandate which is currently handled by PR firm Edelman in association with Rediffusion. The review is likely to happen post January 2018.

KVL Narayan Rao, Group CEO, and Executive Vice Chairman of NDTV passed away at 63 after battling cancer for two years

Week 44 (October 29-November 4, 2017) of RAM Ratings saw Big FM and Fever FM dominating Mumbai. Meanwhile Fever, Radio City and Radio Mirchi dominated Delhi, Bangalore and Kolkata respectively.