Scott Karp at Publishing2.0 (see recommended blogs, left) has some interesting comments on Nielson's new engagement panel.
It finds that only a third of the 1000-strong membership can recall a TV advert they've seen - while 79% could recall the shows they'd seen.
Personally I guess that depends on the time frame. I can't remember ads I saw last night - that's because I didn't watch TV last night. I can recall the Cadbury's Smash commercials of the 70s. That's because I did watch TV then. An extreme example - but you get the point.
The issue reminds me of one of my favourite questions of the moment:
"Describe the last three TV commercials you saw".
Can you?
It's a simple illustration that the value of interruptive broadcast media models has collapsed.
The further ahead you look - the faster you go | davidpcushman AT gmail.com | These are my views and my views only.
Showing posts with label TV advertising. Show all posts
Showing posts with label TV advertising. Show all posts
Tuesday, August 14, 2007
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.
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.
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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?
