Great article on Business Insider on the impending collapse of the television industry, which is also going to have a big impact on the ad world.
The article does a good job of echoing the point that while technology alone doesn’t disrupt business models, shifting behaviors caused by technology can be catastrophic to stodgy industries.
A few key quotes:
So, what are the key points of this shift in user behavior for the traditional TV business? “Networks” are completely meaningless. We don’t know or care which network owns the rights to a show or where it was broadcast…
We rarely watch TV ads, and when we do, we’re usually doing something else at the same time—like typing. Also, the ads seem startlingly intrusive, because we’re not used to them. More directly, what this means is this: The vast majority of money TV advertisers spend to reach our household (~$750 a year, ~$60/month) is wasted, because we rarely watch TV content with ads, and, when we do, we rarely watch the ads.
(title of this post borrowed from one of my favorite pieces by Clay Shirky)