• by Jen Soch , January 2, 2009

The pace of change accelerates every day.

My parents no longer just sit down to watch TV, they also engage with online media, mobile content, and, yes, even video games. In other words, their media use has become every bit as diverse and changeable as that of Gen Y. Yet our media plans still carry a 1960s-era broadcast bias. The world is changing, even in the retirement community. How do I know? My retired mother called me earlier this week.

"I want to get your father a Wii for his birthday this year," she said shyly.

"A Wii? Really?" I asked, somewhat shocked.

Now, I like to think that my parents are hipper to technology then the average retiree. After all, I can say with pride that they had the first DVR in their retirement community; they were watching fishing and cooking shows on VOD as soon as Comcast launched it (they swear they introduced me to VOD); and when video no longer worked on their computer, they called me in a panic to come home immediately and fix it. Go a day without watching videos that are passed along in the 55-and-over community? Not an option. Still - a Wii?

Marketers need to invest resources to understand push-marketing technology applications beyond email. As the older generations change their habits, we need to accept that the youngest generations do not and will not email. They instead spend much of their time connecting with friends over the Internet and cell phones. If you can instantly connect from anywhere via text messages, IM and Facebook, email starts to look pretty old-fashioned. We must work with content developers and programmers to find ad-supported distribution channels that reach this new generation.

Television is moving toward smart technology, and we must be able to adapt to two-way communication. It's time to become mini-programmers and allow your target to snack on your content - even if that's during the ad breaks in their favorite primetime shows. Do you really think they aren't going to fast-forward if given the option? We need to allow consumers watching an ad to push a button on their remotes for a coupon or a contest entry. Or what about enabling voting or polling on the show that your target is already involved with? Perhaps audiences will stick around with ads a bit longer - especially if your ad highlights the poll results.

With DVR penetration rising and smarter portable devices in consumers' pockets, now is the time to consider short- and long-form content for brands. Audiences look for content on all their new devices. Advertisers will find success by being the content that consumers want to see and share.

We talk about sticky Web sites, so why not sticky 30-second spots? Addressable advertising allows us to push traditional ads into the household that is interested in the product. Notice that I said "household." The future of long-term, actionable, addressable offerings hinges on the ability to find the right needle in that haystack. Using third-part databases and behavioral algorithms, we have the ability to find that needle. Let's push household addressability in the marketplace now and not waste time and ad dollars on someone who is not interested, even if they happen to be in the right "zone." Let's get the dog message to the house with the dog, not just to a neighborhood that's dog-friendly.

I know what you're going to say. Is the market big enough for all this? I won't disagree if you say no, but is that the right question to ask? I would rather be prepared with research today for a lower out-of-pocket versus being unprepared tomorrow for a live trial that may or may not work. For those who are brave enough to test and learn, you will be ready for our future.

As for that Wii system, I just got an IM - yes, an IM - from my mother saying that she purchased the system online and it is on its way. I guess the good news is that I know what to get my father for his birthday - anyone up for a fishing tournament on Wii? I hope the rod-and-reel people thought ahead and have some in-game advertising.