Word: tivos
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Like it or not, consumers are probably going to see more and more unexpected, and undercover, pitches. That's because the old model, the 30-second TV spot, is proving less and less effective. Digital video recorders such as TiVo now give viewers the ability to banish commercials, prompting network executive Jamie Kellner, CEO of Turner Broadcasting System (which, like TIME, is owned by AOL Time Warner), to warn that commercial-supported free TV is an endangered species...
...scheduled to break-even by the end of this year, and has reported a threefold increase of revenue from the same time last year. Its subscriber base has climbed 124 percent since last year as well. With the downturn in the economy and dwindling advertising budgets, TiVO has the potential to severely undermine television advertising as we know...
...wares. For example, if you’ve been to the movies this summer, you undoubtedly noticed the string of commercials preceding the previews. Because movie-goers are the closest advertisers can get to a captive audience these days, expect this practice to become standard. To reach fickle (and TiVO-equipped) television viewers, blatant product placements are another avenue of attack. Coca-Cola’s infiltration of this summer’s hit “American Idol,” which had a set adorned with Coca-Cola paraphernalia, is indicative of marketing strategies to come. It?...
However, despite the amount of press it has received, TiVO can be found in only 400,000 households, so there is still time for advertisers to find a solution more innovative than simply slipping their products into our favorite shows. For example, the most brilliant advertisement I saw this summer was through the dingy windows of the subway between 14th to 23rd St. Created for Target, the ad consisted of hundreds of lights mounted on the tunnel walls, so that when you speed through, you see an animated show. Unlike movie-goers, subway riders are one captive audience that would...
Another option, of course, is making television advertisements themselves just another form of entertainment—advertainment, if you will. Lazy creatures that we are, even the most TiVO-savvy viewer would obligingly sit through the sponsor’s spots if they were interesting enough. From the earliest days of television, when Milton Berle sold Texaco gas in drag, advertising has been a form of entertainment; now it just needs to get better...