Word: bernoff
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Dates: during 1990-1999
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...will make possible interactive ads and the ability to purchase products right off the screen. Changing the ads to include contests or other carrots will encourage viewers not to skip them. "Wait till the end of this commercial, and you can win a Ford Explorer," ventures TV analyst Josh Bernoff of Forrester Research...
...will it take a big shift to affect television's business model. Ads are sold based on demographics. Suppose only relatively well-off, younger, tech-savvy viewers--the kind advertisers crave--adapt to PVRs. Bernoff posits that if X-Files fans bypass all those pricey tech ads, such highly acclaimed, high-budget programs could migrate to pay cable, replaced by more America's Favorite Self-Immolations--cheap programming aimed at downscale audiences...