THE BEGINNING OF THE END OF ADVERTISING

USA Today reported last week, Disney, which owns ABC, made a deal with Dish Network, the satellite provider, that, for the first time, will formally allow the use of technology to let viewers skip ads on ABC shows.

Long live Inbound Marketing!

The agreement marks a breach in the four major networks’ united defense against Dish Network and its ad-skipping technology called AutoHop: As part of the deal, Disney said it would drop a lawsuit.

The AutoHop function enables Dish subscribers to automatically record prime-time shows on broadcast networks and, with a push of a button, strip out all of the commercials.

Dish will have to wait three days after first broadcast before letting its ad-skipper, AutoHop, go to work, but this agreement signifies a huge break in business tradition and policy. Where will the marketing revenue come from in the future?

Now the inevitable happens a bit faster than it otherwise might. American media, marketers and culture move inextricably closer to a world in which video is wholly unhooked from advertising. What happens when there is no television advertising of any kind? What happens when even the most unassertive can easily skip even network television ads?

In many ways, media have been slowly converting themselves into a subscription and licensing business — learning to live with lower margins. Even networks now get fees from cable companies. ABC’s Dish deal undermines ad dollars, but replaces them with licensing dollars, however fewer. I believe there also will be a further transition to Inbound Marketing. Marketers will find creative ways to provide marketing that people want and love. Already HBO and Netflix have had great success with the House of Cards and The Sopranos.

For my advertising sales representatives friends, expect to be re-defined as expert sales guides enabling your customers’ buying experience.

No longer will you be expected to waste expensive time on unqualified prospects. Instead, you will become facilitators to guide qualified prospects through to the final sale. Properly implemented inbound tactics can replace those frustrating cold calls with warm leads.

We are arriving at a new normal: a world, practically speaking, without television advertising — could this be the end of advertising as we know it?

via:http://www.24x7inbound.com/2014/03/10/beginning-end-advertising/?utm_source=rss&utm_medium=rss&utm_campaign=beginning-end-advertising