Well, that's what I'm calling it anyway. It is the opening keynote presentation by Tim Hanlon, the new partner at "marketing capital" firm Catalyst SF, former digital media guru at Publicis, and of
course, the guy who coined the concept of "TV 2.0."
"I would argue that we are already in the midst of the era I would call post-digital," Hanlon said, noting the difference between the
current media landscape, and the one in which he originally coined the 2.0 concept.
What does this mean for the future of TV/online video? Well, for one thing, Hanlon believes it's all about
IP. No, not intellectual properties. At least not per se. But IP, as in Internet protocol. More and more, he believes, television/video content will be served via some form of Internet protocol, which
of course, changes the whole game. It changes everything from targeting to the flexibility of the message being targeted.
"This gives us the ability to parse out different messages for
different audiences," Hanlon declared, citing the revolutionary "downstream" possibilities with IP/TV.
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As big as that change is, he said the "upstream possibility" may even be more
significant.
"For the first time, we can actually go further with video messaging thant we have. Interactivity is possible.
It also is the marriage of brand image advertising... with
direct response/promotional activity.
The ads do both," he said.
Hanlon