Video iPod the harbinger of change for advertising

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Ad Age.com had voters weighing in from around the globe on the new video iPod, from Hungary to Mexico and all parts of the U.S. Most voters had very strong views on the transformational power of the video iPod to change how people view TV ads, and came up with a range of ideas about what shape advertising might take on the new platform. Others were concerned about just how much squinting they'd have to do to see the TV shows, never mind the advertising.

"Like Steve Jobs, we're going to have to think different," wrote Gregory Pruitt, an account manager with DeVito/Verdi, New York. Others suggested slipping ad messages into short video broadcasts would be extremely easy. "Maybe permanent banner type advertising running across the bottom of the video like the news ticker on CNN," suggested John Pattison, a graphic designer at PMT Advertising.

Some thought the arrival of vodcasts-video on demand, via iPods- would spell the end of free prime-time TV as we know it. "With news and sport already available on the `Net, underfunded TV networks will struggle to finance fresh entertainment content," wrote David Murdico, owner of SpotZero, Los Angeles.

Others were more optimistic about the future. Garbriel Betancourt, president-creative director of an ad agency, Suite 407 in Mexico, wrote, "iPod will give us a chance to reach consumers in more specific ways. Just wait, you'll see how much product placement will increase on TV. God I love this game!"

Oscar Arvizu, senior art director at Kinara, Salt Lake City, reflected the worries of some who think advertisers might be cut out of the picture altogether. "Ever since I got my iPod, I don't listen to the radio, only my favorite songs list and a variety of podcasts. I can't wait to download my favorite movies. In a world of so much to do and so little time, the iPod fits perfectly," before adding, "Sadly, I'm sure advertisers will try to ruin that, too."

Not everyone is a video-iPod enthusiast however, "A simple reason why video iPod will not affect TV advertising: It will miss two huge audiences that are reached effectively by TV; those who cannot afford it and those who haven't jumped on the iPod train," wrote Elisa Zahn, a multimedia account executive at Free State Studios in Topeka, Kan.

What you say:

68% of Ad Age.com voters, or 374 respondents, think the video iPod will change TV advertising as we know it--and even offered

suggestions on how to go about it. Meanwhile 32%, or 178, people were more skeptical about the supposed stranglehold of the iPod economy.

Next week’s question is "Do you think the ad industry’s gender gap is still serious?" To submit your answer log on to AdAge.com, QwikFIND aao29v

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