Traditional media copying internet, Part II

Earlier in this blog, you could read about how the tools of digital marketing will eventually be integrated in the way traditional marketing is done.

For example, you can now upload and track your radio advertising campaign in a way that gives you some of the control that you would have in your Adwords campaign.

In fact, Google acquired the biggest player that developed such an online radio campaign planning system, dMarc Broadcasting Inc.
(For Part I on this subject, click here.)

Now, Time Warner Cable is announcing yet another breakthrough: a TV advertising auction system. Not surprisingly, it is modeled after Google's Adsense system. As an advertiser you can bid to have your messages displayed to viewers with specific viewing habits. The potential is enormous. In a first fist Time Warner Cable plans to auction TV ad spots only for video-on-demand. Even so, the overall TV advertising market is still much bigger than the advertising market on internet in terms of advertising revenue, so that this is a very interesting first move.

Now it will be interesting to see how the rest of market moves. Your local cable company, the IPTV service of your local telephony provider, MSN TV, video search on Google, internet entertainment portals like Yahoo!, your mobile phone provider with high-speed data service, the TV channels that may sell sponsored TV programs on iTunes, ... : everyone will try to get more of the TV advertising dollars as the competition heats up. It looks like the media agencies will find some great new opportunities to help their advertising clients make the right media decisions in this ever-expanding medialandscape.