Advertisers prepare for screen-agnostic convergence of video and TV
That was the way to do it – the premise was to develop designed-for-each-device platforms and apps to make interoperability viable across a spectrum of online computing devices and traditional electronic media. Now screen agnosticism has arrived, and it is only a matter of time before the fuddy-duddy companies who subscribed to the supposedly low-tech solution will be reaping billions in advertising profits from it.
Now, before the “simplistic” solution arrived, there were any number of “cutting edge” tech start-ups and rivals who were predicting leadership in the new revolutionary media that they had been “researching” on. Of course Bill Gates was one of them – but it was a momentary hiccup for the Microsoft founder – virtual reality could have gone that way, but it was probably based only on a Hollywood conspiracy to create movies that would ironically skewer the coming of age of the Internet while making multiplex billions from the orgone box ideas they foisted on a public willing to be entertained that way.
We will not be naming names in this article, except the most obvious and oblivious ones mentioned. (They won’t care how their success is analyzed by the skanky press and its wrung-out flacks.) Hardcore techies though they are, the operating wisdom behind their development of screen agnosticism was to make interactive technology kinder on solid state technology. It meant de-accessing some of the very new technology that was almost on hand then, and letting others develop them. Now TV-like quality is available on mobile but it will probably stalemate itself as a non-viable option because communications technology relies on low bit-rate to be successful. There is no holy of holies where interactive technology is concerned – this is what the others should have thought of.
The quest for new technology therefore continues. But for advertisers (traditional and new) the race is only to come out with the best ads they can. A new heyday for creativity is at hand. And the mass consumer base who did not care who amongst the lions came out on top will have their patience rewarded: they won’t have to let go of their beloved TV or radios, and they would have more uses for their mobile devices, tablets and PCs. They will have a variety of good options for traditional viewing and online viewing, and will have all the quality from ads that they have been wanting all these years.