TiVo and other recording devices have made Marketing executives rethink their TV advertising strategies. Fewer people watch commercials and the number of impacts per ad will decrease in the coming years. Personally, I prefer watching my favorite shows online or on Video-on-demand where ads are relatively low. Most TV ads generate negative ROI, then why won’t advertisers spend on relatively more cost-effective advertising channels like Magazines? Because the audio and visual stimulus facilitates better brand recall in consumers and can influence brand perceptions.
I have come across Interactive TV advertising, where I was asked if I wanted to view the trailer of an upcoming film- all I had to do was click a button on my remote, and I’d be directed to it. Instead of making a directive, they were giving me an option, which as a consumer means respect. And as a marketeer means more accurate calculation of ROI ,I will know more precisely how many viewers actually saw the ad.
Primetime and World cups sell a 30-sec slot for millions of dollars, and yet there is ad clutter. The TV ads have a primary objective: to drive demand, and the intent of purchase is best stirred in the target market. Think: an ad for an online design course is wasted on a regular PhD student, almost as much as the ad for life insurance would be for a dead man. Interactive tv ads will make lives easier for all.