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May 30, 2005
An Informal Polling of Television Viewers
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Last week, the Wall Street Journal wrote an article entitled Interactive Ads Start to Click On Cable and Satellite TV. Here is the introduction to that piece:
"When Sony Corp. launched a television ad for its action movie "XXX: State of the Union" last month, EchoStar Communications Corp.'s satellite-television subscribers got to watch a lot more than 30 seconds of explosions and fistfights.
"An icon appeared on the screen inviting viewers to push a button on their remotes if they wanted to learn more about the film. Doing so switched them to a 30-minute program giving more detail on the movie as well as interviews with stars Samuel L. Jackson and Ice Cube. It even included the first 10 minutes of the movie.
"The Sony ad was the latest sign that a growing number of companies are experimenting with interactive television commercials, a potentially powerful form of advertising that lets viewers opt to get more information about products -- and lets advertisers find out about viewers and their habits.
"Other advertisers also are sticking their toes in the water."
Seth Haberman, CEO of Visible World, and someone I know well and respect, takes issue with the interactive approach. He sees that it is wiser to make ads more relevant to the viewer. Visible World allows a marketer to storyboard a commercial; altering it to reflect the demographic of the viewer and incorporate data that is fresh and meaningful.
Note: I have seen what can become of ads using Visible World's approach. It is fascinating to watch and it always amazes me.
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Read the WSJ article about Interactive Ads. |
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Read the WSJ Interview with Seth. |
In video on demand (VOD) and for digital video recorders (DVR's, I have run across business models that assume interactivity must be apart of it. The industry lingo for the Sony example is "telescopic advertising" or telescoping. I have two questions that I would like everyone to answer.
If ads have to exist on television, do you prefer that they use an interactive appoach like the Sony example, make the ads more relavent a-la Visible World, or just stick with the traditional 30-second commerial?
No matter what you think about interactivity, do you think this is were television is headed to?
Remember, there is no wrong answer.
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Comments
The Visible World approach is intriguing, mainly because it requires more effort being put into the strategy and creativity of the commercial. People don't hate ads. They hate boring irrelevant ads.
Television will definitely be more interactive, but effective advertising will not necessarily require interactivity. Depending on the product and the targeted buyer, an interactive request for more information may make sense. However, a request for more information about a can of Coke doesn't make much sense.
My guess is that interactivity will become chic. Everyone will want to do it at some point. Many will find it not relevant to their product and its market. For them the Visible World approach may offer some hope.
Finally, I don't see the death of the 30-second spot. However, I do see its decline. :15's will continue to prove a better value for many. But the companies who air average commercials pushing average products to average consumers will likely find that alas, that dog will no longer hunt.
Posted by: Chris Busch at May 31, 2005 10:02 PM
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