Tag Archives: TV
We will laugh at the idea of having to sit through an Ad we didn’t want to watch in years to come. The likes of CBS, who recently downgraded an award to DISH for their Hopper product (a product that allows the viewer to skip Ads) by influencing the CNET panel, will need to change their views and fast.
Perhaps people have not noticed but the beginning of the end for being forced to sit through Ads is already underway. Google is building a business on the back of skippable Ads. It is a mere skip and a jump before that model is rolled out to TV. It’s not just Google though. We have all got used to fast forwarding through Ads on our PVR’s. There are companies like DISH, with their Hopper product, making it a central offering. Even online Apps usually have a premium or Ad subsidised version. Other companies, for example SpotXchange, have rolled out account based solutions where users can pay to skip ads. The concept of not watching Ads you do not want to watch is entering our ecosystem like water pouring through a leaking dam. No matter how you try and plug the leak, the tide is turning and before we know it the idea of forced Ad viewing will be a thing of the past.
Consumer opinion eventually is paramount. This is not about not watching ads, it is about watching ads that are relevant and entertaining. As viewers get used to skipping ads and companies offer that as an option in a new medium, like TV, consumers will turn there first. The DISH example in the US will be an interesting one to follow. When PVR’s were first launched, the whole industry was very nervous about them and the implications. But we coped. Google’s skippable Ads is a fantastic model for them with incredible CPM’s on ads that are watched through to the end. It works for them. Advertisers also like the idea of paying for real user viewership. The challenge therefore is for advertising to improve (please no more perfume Ads following the same old, superficial format) and for the delivery mechanism to improve.
This is all fine for online, but TV? No way! Well in case anyone had missed it, TV is changing. The mechanisms through which we watch TV are changing and the way content is being consumed and distributed is changing. Addressable advertising across multiple devices is already under way in Alpha and Beta tests. Ads will become adserved which will allow better targeting and if targeting improves, the response will be better and consumers will appreciate the relevance. If we can do this well then who is to say that the Google business model will not suddenly look attractive to broadcasters?
Importantly we will question this idea of ‘extra value’ in TV, which is code for wastage as opposed to actually buying the audience we want. An Audience On Demand offering could quickly be applicable in TV. So if we can combine adserving technology, with proper targeting and importantly measurement (let’s not get in to that today!) and sprinkle some consumer boredom with relevant advertising, we are well underway to a world where we tell our Children that; ‘yes they made us sit through five pre-roll ads before we were allowed to see the programme we wanted to watch’ – ‘and at a time dictated by them’! A crazy notion.
Blog also ran on Digiday - http://www.digiday.com/agencies/skippable-ads-are-a-good-thing/
Digital media will eat itself then be sick all down us. Viewability is the latest craze to hit those who must have historically worked offline with frustrated metrics and now want to take it out on digital. When I moved to digital in 2000 we beat our chest with just how much we could measure. We could measure every time an Ad was shown! Every time someone clicked on it! Every time someone bought something! On and on it went, glory times. Until we realised that just because we could measure it, it was not necessarily a good thing.
Digital tracking issues started with no reach and frequency metrics! Everyone has been scrabbling to replicate the TV world. I am often asked how we measure brand metrics – well we can look at certain key numbers like engagement etc but ultimately if you want to track brand engagement then measure it with a survey, just like you do on every TV campaign. As we have evolved so have our measurement approaches but we are entering a new era of self harm. Viewability.
I am not even going to get into the fact that the tech is ill tested and nascent and needs some really thorough analysis. Or that the measurement can be carried out by any number of different companies each with a different way of tracking, so no consistency whatsoever. No lets look at what we are doing to the industry vs the offline world.
Could someone explain to me how marketeers (and / or agencies) are starting to nail digital on something like viewability and yet TV and Press are sat laughing at our complete stupidity. The TV market has it sorted. They came up with a plan 40 years ago, they got everyone to buy into it. Ratings, indexes, context, reach, frequency and a brand survey. Nuff said everyone liked it, pretty simple – lets not dig too much further or upset the nice little market place we have going. Otherwise how can you explain that in digital there are people clamouring to only pay for viewable impressions when a multi billion pound TV marketplace trades off people leaving the room, making tea, talking, texting on Twitter when the Ads come on. Press? Lets not go there.
If we are not careful in this digital business of ours we are going to measure ourselves into the ground. In TV the metrics are broad and deliver against some key criteria that they plan against, the industry has made it simple for advertisers to spend money and not question the fact that a 20,000 person panel in the US powers $65b TV market . Viewability is a classic example where we are setting a bar so high vs the other the channels because we can. For those who are challenging the industry from an advertiser perspective – should then turn the spot light on their other media expenditures. I would ask that we take some time to establish some very clear guidelines and transitions and not go in like a bull in a china shop just so we can show off at the next pitch. Lets do things right, for the good of the industry, not just the next sell.
Marco Bertozzi: 02.12.09
These ads have been suggested as the 10 best Ads of the decade in the Guardian, the Ads are brilliant and I wanted to have them all on one place and spread the question to others. Have a look at the Ads and comment as to which you think stand out as winners. I also leave us asking what the best digital ads would be?
Number 1: John West Salmon
Number 2: Levi’s Odyssey
Number 3: Honda Cog – a favourite?
Number 4:The John Smith Ads with Peter Kay
Number 5:Sony Bravia bouncing balls
Number 6: Rhythm of life Guiness
Number 7: Cadbury’s Gorilla Ad
Number 8: Skodia Fabia Original cake car
Number 9: PG Tips ‘The Return’
Number 10: T-Mobile Ad
Great Ads, great seeing them all together, I wonder how we would do identifying the best online Ads of the naughties – any suggestions?