The holy grail of advertising has always been trying to find exactly what customers are looking for, when they are looking for it and when they are most likely to convert into buyers. In the television commercial sector specifically, new and innovative ways to deliver your message and make sure it's delivered are more critical than ever. NBC's research has a new twist: It measures customer engagement to commercial advertisements viewed in fast-forward mode.With more folks in the U.S. using TiVo and other digital video recorders that allow fast-forwarding through commercials, TV networks are losing ad dollars to advertisers that don't want to pay for viewers that zap right through commercials. The argument, according to The Peacock, is If viewers have some kind of meaningful engagement to the commercial, even when fast-forwarded, then advertisers retain the ability to connect their brand with consumers. In other words, even when zapped, commercials have value.
Did we just say that? Do we believe that? What kind of meaningful engagement can a person have to a message when viewing it at 4X, 8X or 20X its actual duration? Or is this mere, more smoke and mirrors from a medium — network broadcasters — losing more and more of the ad dollar pie? Stay tuned.
Source: www.bloggingstocks.com, NOISE
Reporter: Kimberley Parker, Account Leader
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