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Life Is But A Stream?
By ClickZ
Source
Article Date: 2003-04-16
It must be a sign of the times. Over the past two weeks, companies claiming they can solve all our budget allocation woes have inundated us. They claim budget nirvana lies in streaming media over the Internet. Their formula seems quite simple: Take a mass medium such as the Internet, add a 30-second commercial produced for television, and stream it online. Traditional planners and buyers will "get it." No need to produce customized creative, and budgets will just flow from television to the Internet. Right?
Well... not really.
Don't get me wrong, I am an advocate of streaming online. We have seen campaigns where streaming has significantly increased our ability to build positive message association, brand preference, and favorability. Despite the typical cost premium, we have also seen streaming can help achieve more direct-response-oriented goals. Streaming has fundamental problems, however: the nature of the ad content, the context in which it appears, and the lack of scale.
To uncover the real streaming opportunity, it's helpful to get a fundamental understanding of the landscape.
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