Internet n’est pas un medium
Lors de sa présentation la semaine dernière à la BMMA, Arno Otto (directeur commercial de la régie AdLink pour l’Europe) a émis l’idée que “le Net n’est pas un medium” en soi. A l’image de l’électricité, il s’agirait davantage d’un canal par lequel transiteront un jour tous les médias traditionnels lorsqu’ils auront achevé leur mutation vers le numérique. Arno Otto tire notamment deux conséquences de son hypothèse:
- Puisqu’il s’agit avant tout d’un tuyau, Internet n’a apporté aucune véritable innovation dans les formats publicitaires qui ont tous trouvé leur équivalent sur la Toile. Seuls les liens sponsorisés des moteurs de recherche et leur coût au clic forment la seule véritable nouveauté par rapport à l’”ancien” monde.
- Puisque le bannering reste le format dominant (bien que le Search Advertising menace fortement son hégémonie), la presse écrite (dans son acception la plus large) est la grande bénéficiaire de l’irruption de l’Internet au sein de notre consommation médias.
Qu’en pensez-vous?
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May 7th, 2007 at 6:08 pm
I can follow part of that logic. Indeed the internet is a channel and some of the existing media find their way to the consumers a second time via the Internet.
But this is an extremely conservative view on the internet. Banners may be the dominant format today, but they are also the most hated format. The true innovation in advertising through the internet comes from real interactivity. New concepts, new approaches that were not possible in the old world. Marketing 2.0 qua …
May 9th, 2007 at 10:54 am
First of all, let’s make sure we get our definitions straight – the Internet is definitely not a medium – it’s a carrier, infrastructure. The proper question would be whether the Web is a medium.
The net will indeed be infrastructure for most other media – although it will be a long time (I tend to think centuries…) before all media will be fully digitized. But this is a day-long discussion onto itself.
I agree with Bert that the domination of banners cannot be taken as the proof of anything – except perhaps the lack of imagination of marketers.
We have to keep reminding ourselves that we are still really only just witnessing the beginning of the internet. The new possibilities for interactive AV content and marketing, the wildfire spread of online communities with their Word of Mouth powers, IP based narrowcasting transforming in-store communications, etc.etc. are massive.
I havent seen the presentation, so I wonder whether something has gotten lost in the summary – as I can’t imagine Otto having implied that it’s pretty much business as usual.
May 9th, 2007 at 4:07 pm
In the world of spirituality it’s very simple, before the 70s they talked about “a medium”, after that it became “a channel” – http://www.aprilcrawford.com/id33.html – for a more serious comment check my pov on our blog http://i-wisdom.typepad.com/iwisdom/2007/05/is_the_internet_1.html
May 11th, 2007 at 7:51 am
Web 1.0: Internet was a medium. People read articles, looked for information posted by universities, libraries, governements, companies, …
Web 2.0: The abstraction of internet as a medium where introduced techniques (blogs, wiki’s, UGC sites, …) became the medium and internet the framework or the channel.