 Technology Enables Custom Solutions
There is no doubt that technology is going to be a blessing in an increasingly digitized media domain. Brian Quinn of the Wall Street Journal, however, cautions against complacency; new technology can create calm, and chaos, unless we learn to coordinate its varied applications. “From the time we launched the Wall Street Journal Web site almost 12 years ago, clearly the Internet allowed us to not only reach more people than we do with the paper, but allowed us to break news in a real time basis.
“Today technology is allowing us to produce high-quality video content, connect directly with readers with our community applications, and extend our reach to mobile and long tail syndication platforms.
“Among the marketers taking advantage of our custom solutions and multimedia offerings are Cisco, IBM, Microsoft Corp., UPS, Allstate, and the Royal Bank of Scotland. “Technology now allows marketers to refine their messaging with almost instant feedback from consumers. And the media choices available to them provide delivery of those messages that are much more efficient and accountable. Some of the emerging technologies hold breathtaking potential for marketers, e.g. addressable advertising, VOD (video-on-demand) and mobile opt-in applications.
“The unfortunate fact is that every emerging media application, however, immediately adds to the complexity and confusion of our current multi-platform world.
“Agencies and marketers are already clamoring for dashboard-like applications that allow them to track all of their media investments, along with seamless analytics that allow them to properly evaluate the ROI across all of these channels.
“Companies like AvenueA/Razorfish (now part of Microsoft), Google, and Yahoo all claim to be building such an advertising platform. Obviously, the biggest obstacle will be gathering data from all of these disparate media platforms to form any kind of coherent solution.” Contact: brian.quinn@wsj.com
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