In today's Wall Street Journal, Seth Haberman of Visible World reacts to the concern over the death of the 30-second TV commercial. He states that in reality the broadcast ad-sales business has been consistently growing, even though as a percentage, dollars spent on TV have dipped as a portion of overall marketing budgets. The opportunity then is for those who are spending on broadcast, to do so effectively.
He states that advertisers need to 1). relate offers directly to customers, matching offers to inventory or audience interest, 2). create relevance of message, being aware that it varies by target, and 3). change creative to match audiences, adjusting tags and copy to enhance relevance for locale or other factors. (full-story)
Doing this successfully will change the way advertising agencies work, and may even require 24/7 staff to main the helm, tweaking spots to leverage opportunities.
Or, doing this successfully could also be as easy as adding a qtag to broadcast ads. Let's take beer for example. A beer brand could display the qtag 'party' in the ad. When 'party' is texted to 78247 the consumer gets a text reply message which lists local bars featuring the brand's party special. That is, different results will be sent depending on the area code of the originating text.
A car manufacturer could display a model number as the qtag, and could drive the consumer to specific local dealers.
A specialized consumer product could display item no. as the qtag to provide customer's with addresses of retail outlets that carry accessories.
Content-oriented cable channels could use qtags to direct viewers to events in the relevant geographic area -- either ticketed events or marketing events, as they desired.
In addition to sending a reply message, qtags places a weblink in the customer's qtags.com account. The advertiser can use the text reply to deliver the soundbite, and then use the splash page to provide more detail or further links. The splash page url address can be changed by the advertiser at anytime, as can the reply text message.
qtags make the 1,2,3, of relate, relevance and content easy for advertisers.