The Screen People Will Watch in the Future is in Your Pocket

The "first screen" we have known and loved for decades has been the television. In recent years our passions have turned to our laptop and PC screen, but the screen of the future is going to have us squinting. At least those my age.

At a recent convention in San Francisco reported in CNET, Marketers discussed the various vehicles they are using to reach today's teens. The overwhelming vehicle choice is the mobile device. What does the future hold for mobile communications? "Mobile phones in the United States will surpass the popularity of desktops for teens. Only an estimated 20 percent of teens currently own a smartphone such as the iPhone, but mobile phone and content companies are counting on the idea that smartphone adoption will spread fast among teens in middle America and other areas."

In the future, there will be more and more ads being sent to mobile devices. This is because they can target the audicence better by interest, age, gender, and geography. Furthermore, text ads get noticed in a way web ads and (in particular) email spam never enjoys.

One definite piece of good news for fans of traditional media is that these devices will actually bolster the health of television, not undermine it. Devices will be able to use more video (20 percent of all young people already have smart telephones such as the iPhone, as stated above) and ads that would normally be on TV will also show up on the small screen.

The future of media looks very interesting and very small.

According to recent surveys on marketing, most advertising attracts sellers (others who want you to buy more ads) and not buyers. Do you want to know why? Email info@HoustonBusinessShow.com and put "marketing audio" in the subject line and we will get it to you.

Kevin Price is Host of the Houston Business Show (M-F at 11 AM on CNN 650) and Publisher of the Houston Business Review. Hear the show live and online at HoustonBusinessShow.com. Visit the archive of past shows here.

The Lines Between Media Blur

Gary Coleman, the once popular child star from the show "Different Strokes" has largely been famous for being famous for quite some time. That fact may be changing thanks to his involvement as a media personality for "I Can't Believe It's Not Butter." The margarine has developed a game show in which individuals take on Coleman with trivia questions ranging from pop culture from the 70s and 80s to questions about food. The winner can possibly win an $1 million annuity.

Another game show is no big deal, but there are elements to this program that are interesting, to say the least. Most importantly, the show is web based and not on TV.

This unique approach has the following advantages:

* It's cheaper than the traditional game show format, TV. This goes without saying and it allows for a worldwide audience and not merely a national one.

* It allows a level of branding on the show that is normally never done on TV. "I Can't Believe it is Not Butter" is plastered on every inch of the game show's campaign.

* A web personality has to be cheaper than a TV personality. Let's face it, Coleman has been desperate for a new career. His recent marriage has created a stir (she is much taller and younger than him), but he has largely been under the radar screen.

* It is leading to creative PR. Coleman is giving interviews all over the media about his new bride, but those exchanges appear predicated on him being allowed to promote the new game show.

* The program allows for people to win the opportunity to win $1 million. This is an annuity and not cash. This is more affordable than more game shows, but still has plenty of sizzle.

* This game can be played 24/7, because even when Gary isn't there, there are other competitors.

This is a big investment and move towards the Internet, and it should put fear in the heart of any media that are primarily locked in traditional models. The lines are blurred and Gary Coleman is exacting significant revenge on a media that has largely ignored him for years.

Kevin Price is Host of the Houston Business Show (M-F at 11 AM on CNN 650) and Publisher of the Houston Business Review. Hear the show live and online at HoustonBusinessShow.com. Visit the archive of past shows here.