Advertisers face up to TiVo reality
Apr 27, 2004 Media & Advertising
Advertisers face up to TiVo reality.
I always find articles like this amusing due to the responses from people in the advertising industry. The fact is nobody wants to see advertising. TiVo, pop-up blockers, web filtering proxies etc are the new tools consumers are using to try and reduce the amount of advertising intrusions into their life. The advertising industry’s response is to try and find new ways of advertising to get around the consumer blocking technologies that are in place. This seems a little foolish to me since the type of people implementing blocking tools clearly do not want to see advertising, and would most likely ignore any ads that did make it through to their screen.
One of my favorite recent news items on advertising was the annoucement by Unicast that they will be deploying full screen video ads to web browsers. Several sources quoted their market research which found “of the approximately 1,750 people exposed to the ads, only 28 percent found them to be annoying, compared with other studies that suggested 38 percent find TV commercials annoying.” They claim this new technology is better because only 28% of people find it annoying. Advertising in a format that annoys 28% of your potential customers does not seem like good business sense to me.