XM’s Push-and-Purchase Function Glimpses at Advertising’s Future
Advertisers are abuzz with the possibilities inherent in XM Satellite Radio’s newest technologies. In the next two weeks, retailers will begin offering the Samsung Helix and the Pioneer Inno satellite radio and mp3 playing devices, both of which are equipped with time-shifting and bookmarking features. Users can bookmark the songs they hear on the radio, and the device will automatically download and buy them through Napster when it is docked on an Internet-connected port.
Although satellite radio pioneers XM and Sirius are secretive about future developments, they have begun intimating that their technology is leaning towards the inclusion of advertising. “Our next generation of products coming out in the next two weeks will be an XM-enabled MP3 player with, in the simplest terms, that ‘buy’ button,” D. Scott Karnedy, senior VP-ad sales for XM Satellite Radio, said at a radio panel last week. “The next generation [after that] will be that if you want to hit that button for more information about that product you just heard described.”
If the satellite radio model is adapted to include advertising, time-shifting could also be a huge tool that traditional radio advertisers lack. “Typically you don’t think of radio as being the best direct-response medium,” said Jim O’Rourke, group media director at Dallas-based Richards Group, in a recent statement. “But there is an appeal, even to just being able to time-shift an ad in radio. It gives radio an element that TV could say it has, and print has and the Internet has.”
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