Wednesday, February 07, 2007

Video didn't kill the TV ad

TV on demand, the PVR, Tivo... they all spell the end of TV advertising don't they?
Actually, I don't think it's at about the latest technology at all - it is about the latest people.
I'm old enough to recall the fears raised when VCRs became mainstream. People hit fast-forward through all the ads. Surely this was going to kill TV advertising?
It didn't.
Nor does the PVR.
What kills the TV advert is what is killing all traditional interruptive broadcast (and potentially print) advertising - the fact that people don't trust the message and don't want it delivered in their face. Result: they turn off to the message, the advertiser gets no response. They stop buying them. The media channel gulps.
Consumers want to have their say, help to shape, rate, reject, receive only on their terms etc etc.
Engage, engage, engage (see engagement marketing links). It is the ONLY solution.

The rate of change is so rapid it's difficult for one person to keep up to speed. Let's pool our thoughts, share our reactions and, who knows, even reach some shared conclusions worth arriving at?