I'm guilty... I love to fast-forward through commercials. If you're like me, it's great to watch an hour show in 40 minutes, commercial free no less. What about sports? Nothing better than an HD picture with DVR to rewind plays... The big question for marketers... How has DVR impacted television advertising? A friend of mine does video post-production for a large agency, they work with all the major advertisers in the market. A few months ago, he commented to me that he hopes television advertising doesn't go away. With the web becoming more popular, bandwidth more accessible and compression technology improving, I'd imagine video production and advertising for the web a growing segment. I've seen some very interesting interactive advertising being used on NBC.com where they place television show content.I'm not an expert in this space, but this has been on my mind, so naturally this article caught my eye. The article titled "Breaking Through Fast-Forwarding: Brand Information and Visual Attention" by The American Marketing Association explores the impact of DVR on advertisers. They were attempting to evaluate how the DVR impacts consumers, whether they're still capturing the right audience. Based on the article, if you're advertisment is put together with the right focus, and strong central branding it can still be effective. This will all but eliminate those obscure ad's that don't feature the product, or brand, but simply offer a supporting message.
If advertisers are not getting the captivated audience any longer between segments, how can
they justify the expense on the TV? Television advertising will have to morph to maintain it's effectiveness. I also believe that in the near future, we'll see a stronger focus on product placement within the content we're interacting with on TV, web and mobile devices. What are your thoughts? Post a comment and tell me what you think...
I'm interested to see how this plays out, but they best not take away my DVR... :)
CP
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2 comments:
Carson,
it's a good topic, but I suspect that we'll find that television just reacts to the change in a new way. Yes, with PVRs they have lost the ability to "force" their audience to watch, but this puts them squarely in the same place as much of today's marketing online.
The audience is in control, and whether it's deleting an email, ignoring a blog, filtering a twitter stream, or fast forwarding TV commercials, if the audience doesn't want to watch, they won't.
But, with the right focus on great content, be it entertaining, informative, or intriguinge, people will watch. I've voluntarily watched 60 minutes of the "world's funniest TV commercials" and loved it, but I too skip many of today's ads because they are not of interest.
I suspect that the PVR will result in a very healthy evolution of TV ads to focus on messages the audience actually wants to pay attention to.
Great topic to bring up, it will be interesting to see it evolve.
Thanks for your great insights Steven. If all goes well, we should see TV ad's that are more targeted, and relevant.
Thanks for checking out my humble little blog. I've enjoyed following your new Eloqua blog as well. It's great to get all the tips and tricks from the masta'...
I just added you to my blog roll.
Best,
Carson
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