If you’re an advertiser/marketer and you’ve got questions about the opportunities ahead of us in digital, you’ll want to spend 31:24 listening to what Jeffrey Cole has to say. Television moves out of the home and becomes pervasive and mobile will be at the center of everything digital…but that synopsis doesn’t begin to do it justice.
On the past:
“In 1946 4.3 billion movie tickets were sold. By last year the population doubled so we would have needed to sell 9 billion tickets. Instead we sold. 1.4 billion. The movies are a shell of what they used to be but the theatrical film business is a thriving, high-profile business and it is not a coincidence that it reached its peak in 1946 on the eve of the introduction of television.”
Even more interesting than the history lesson is his view of the digital future and the ensuing discussion.
Hint: John Wanamaker’s conundrum will be answered, “I know that half of my advertising budget is wasted, but I’m not sure which half.”