Forrester: TV Ads Will Start to Resemble Web Ads

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  ndlicht108/28/08 Report as spam
  1

  RE: Forrester: TV Ads Will Start to Resemble Web Ads

  TV Ads really seem invasive. Five car commercials in a row for different brands - does it influence our buy? No. We go on line, research, get competitive prices and then buy. TV ads are too random to work anymore v internet search tools.
  
  Tivo lets us define what we see and when, commercial free. It and clones of it are popular, aren't they.
  
  10 random commercials in a row and the short actual programming in between, its annoying and it is totally untargeted so its a waste of money. Awareness isnt what works unless we have a need to buy. Am I alone in that feeling?
  
  Maybe the future will let us "select" commercial groups by our needs and then, like the internet, click for details
  
  ndlicht
  www.ucanpreventbadhires.com
  answers@ucanpreventbadhires.com

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  chansen@...08/28/08 Report as spam
  2

  RE: Forrester: TV Ads Will Start to Resemble Web Ads

  Maybe I should read the full report before commenting, but from what I read here, I think the whole idea of "people want the content to be free, so they'll accept ads" is a little flawed. Those of us who can afford it spend hundreds of dollars on our TiVos, partly to time shift, but partly to avoid those ads.
  
  What's more, the people who are willing to watch the ads to get the "free" programming very well may not be the affluent target many advertisers really want to reach. It reminds me of the free ISPs of a decade ago.

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  qtip101a@...08/29/08 Report as spam
  3

  RE: Forrester: TV Ads Will Start to Resemble Web Ads

  I agree with Chansen - I have TiVO to not watch the ads.
  If one thing in particular I have control over is Television
  watching - then take the adds and ditch them with the
  service like TiVO.
  
  I got sick and tired of Wal-Mart and Chevy and Ford and
  Chrysler and Toyota, etc filling my head space.
  
  Can't get enough of my TiVO!

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  Aimee33308/29/08 Report as spam
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  RE: Forrester: TV Ads Will Start to Resemble Web Ads

  I have strange insight having been a producer and director in television and radio. I too have become acustomed to hopping past commercials. And NOTHING would infuriate me more as a viewer than the option NOT to hop! However, I can forsee the advantage to advertisers of having an interactive commercial...used maybe during Prime moments, ie superbowl. If you have HD now you know that you can personalize different shot angles during football games. I could actually see all those shots being sponsered with links to the advertisers site.
  The ONLY way this will work is when the "BIG" networks decide to buy the "Big" dish or cable companies. Full ownership will open the doors to this "personalized" television opportunity.
  But, I still think it stinks!

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  Jake Swearingen08/29/08 Report as spam
  5

  RE: Forrester: TV Ads Will Start to Resemble Web Ads

  @ndlicht Completely agree that current television marketing works mainly for branding purposes (Toyota makes nice-looking cars) as opposed to direct action (I want to buy a Toyota). However, branding has been shown in numerous, numerous studies to actively influence our buying decisions. Even if the ad for a new Prius doesn't cause you to buy one right then, when it does come time to buy a car, a Prius may be more in mind than it would have been.
  
  That said, what the Forrester report is positing is a future where the type of targeting common within Internet advertising will move to the television set. Which would be very attractive to advertisers. Even if people are spending more time on the Internet, television ads still, over all, are seen in a much more positive light than Internet advertising. Thanks for commenting!

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  Jake Swearingen08/29/08 Report as spam
  6

  RE: Forrester: TV Ads Will Start to Resemble Web Ads

  @chansen Re: "I think the whole idea of "people want the content to be free, so they'll accept ads" is a little flawed. Those of us who can afford it spend hundreds of dollars on our TiVos, partly to time shift, but partly to avoid those ads."
  
  I have no doubt that even if the Forrester reports idea of "Personal TV" comes to pass, there will be premium versions that remove ads for those willing to pay. But don't discount the lure of free. Hulu.com is doing a very nice business for itself offering up free content with unskippable ads. Of course, I could go to someplace like sidereel.com and find the same shows without ads, or download everything off BitTorrent, but Hulu makes the experience easy, attractive, and legal.
  
  "What's more, the people who are willing to watch the ads to get the "free" programming very well may not be the affluent target many advertisers really want to reach."
  
  Those willing to watch ads may not be in the most affluent categories, true, but consumers are consumers are consumers -- up and down the socioeconomic ladder, they need goods and services, and advertisers will be interested in marketing to a captive audience whenever possible.

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  Jake Swearingen08/29/08 Report as spam
  7

  RE: Forrester: TV Ads Will Start to Resemble Web Ads

  @Aimee333
  
  I think the idea of subsidized alternate angles holds promise -- it's something seen outside of the normal viewing experience, so ads won't seem intrusive.
  
  Also agreed that it will more than likely take consolidation to make highly targeted television advertising truly work. I enjoy being able to skip ads now, and it does feel like a drag to watch them when I'm caught watching something not on DVR. That said, there are still certain events that I'll put up with advertising -- sporting events is an obvious one.
  
  If advertising is able to have a higher ROI, and therefore make commercial time more valuable, I could see something where viewers see fewer ads, but are unable to skip them. Or maybe not.