This was just one fact presented to attendees at the American Advertising Federation conference last week, as organizers tried to give attendees a glimpse into the future and drive home the rapidly shifting face of media consumption.
More than 1,200 attendees at the group's annual conference last week heard tale after tale of how the pace of change in terms of household technology will rocket in the next two years. From discussion of wireless networking to 3D movies and TV to that Yahoo bathroom report, it was abundantly clear that changes are coming at breathtaking speed.
"Consumers are now leading the discussion," said Mike Kelly, president, AOL Media Networks. "Three or four years ago, convergence was a joke. Now it's really happening."
Broadband isn't just causing consumers to spend more time on the Internet, but there's a dramatic change in how they are using it, said Cammie Dunaway, chief marketing officer for Yahoo. "They go from communicating to socializing," she said, adding that the high-speed access also affects how consumers use media. "They go from getting sound bites to really getting the whole story."
The Internet changes are also revolutionizing music marketing. Peter Strickland, head of sales and marketing for Warner Bros. Music, said placing songs into commercials is becoming more important because it's now easier for consumers to find the musicians behind the songs. Meanwhile, buzz-marketing efforts for songs are having the effect of blurring the lines between musical genres: Radio stations that traditionally defined format lines through their play lists are increasingly having to respond to consumer tastes for songs they learn about elsewhere.
Natalie Swed Stone, director-national radio for OMD, said she's seen stations increase play lists from a few hundred songs to 1,200 in response to competition from the Internet and satellite radio.
In the film world, technology that allows theaters to replace film projectors with digital ones is making it to local neighborhoods, bringing with it the bonus of 3D movies, and a number of major movies will use the technology, said Steve Schklair, managing partner of 3-D digital production services provider Cobalt Entertainment.
Bob Farnsworth, president and founder of Hummingbird Productions, a major music house for commercial production, said 3-D sound is already possible from existing TV using special techniques that make the stereo sound seem as if it's coming from all over a room. (For more on the ARF conference, see AdAge.com QwikFIND aaq63r and aaq63n.)
Only three or four years ago, convergence was a joke, said AOL’s Mike Kelly. No more.