Yes, Ads Can Be Content Too
from the they-want-your-eyeballs dept
While consumers have embraced DVRs, some broadcasters and advertisers haven't reacted quite so well, focusing on devising ways to prevent people from skipping commercials, rather than doing more to make people want to watch them. There have been some attempts at creating so-called "Tivo-proof" ads, with marketers doing things like embedding messages that can only be seen in slow motion, but on Wednesday night's Lost, the show's producers interspersed content in commercial breaks. While there were some doomsday predictions before the show aired, this is actually a really smart idea -- because it includes extra content that's not central to the show's storyline, but rather material to go along with the teasers and games its producers put online. Obivously deeply intertwining the actual show and the ads in an attempt to force people to watch would be annoying and self-defeating, but using ad breaks (or even ads themselves) as a way to offer additional content to those users that want it, is pretty smart.Thank you for reading this Techdirt post. With so many things competing for everyone’s attention these days, we really appreciate you giving us your time. We work hard every day to put quality content out there for our community.
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really?
But then I'm not a serious enough viewer to be participating in any online LOST activities.
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Egads! Don't tell them that! Next thing you know, the 'rightsholders' will be petitioning Congress for the right to look for their ads on our computers.
MjM
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not a new idea
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Is it so fucking wrong to ask that 42 minutes of my life NOT be spent by someone trying to convince me to buy brand X?
I FF through the commercials on TiVo... BECAUSE I DONT WANT TO SEE THEM. If I wanted to, I would not FF through them.
I understand advertising as a general principle, but shit man - stop trying to shove your bullshit commercials down my throat already.
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"HEY BUY THIS"
That way at any speed the viewer still reads it.
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Hmmm
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The answer
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Case in point
Another thing they can do to stop people from skipping over, is to stop the repetitiveness of commercials. I don't mind seeing a commercial for something maybe once a night, but when the exact same commercial is played every single commercial break (or sometimes twice during one break) it tends to get pretty annoying. How about commercials that tell a story (not necessarily show related) as the show goes on so that you want to see what happens in the next commercial break?
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TV Advertising with Shows
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I spend hundreds to thoudands each year on pro audio gear, which I never see advertised on ABC. On the other hand you can show me all of the lexus ads you like, I would still never buy one.
I watch movie ads and clever fast-food ads (I downladed the new Burger King 'Manthem', it is very entertaining).
You want me to watch commercials? Entertain me and how me something worth buying.
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IF a commercial is ENTERTAINING, it may grab my attention, once. That's the trend I see 'content wise' not the Lost teasers, those just tick people off if they miss it or are forced to watch commercials to see it.
More advertisers need to realize this. Consumers are paying to watch the content already, they want to be entertained. If you want to sell me something in your ad, entertain me first and I'll take a look - otherwise bugger off and I'll fast forward to the show I PAID for already.
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