Get Ready for Banner Ads on TV
As we've predicted for some time, Advertising Age this week reports TV networks will soon begin testing ads that appear on screen during programming. The new ads will show not in a commercial break but during shows, at the top or bottom of the screen.
This banner ad-like advertising is seen as a way to reach viewers who are becoming increasingly savvy at ignoring ads. Research shows most TV viewers mute commercials, leave the room, change channels, or skip them via DVRs like TiVo.
We often talk about the rise of advertising clutter and the need for advertisers to find new ways to capture the attention of their target market. Banner ads on TV are one way, though such schemes risk alienating and irritating the very audience advertisers hope to reach.
Still, this advertising arms race that pits audience against advertiser is likely to continue. Advertisers must be both aggressive in cutting through ad clutter, and cautious about how they do so.
This banner ad-like advertising is seen as a way to reach viewers who are becoming increasingly savvy at ignoring ads. Research shows most TV viewers mute commercials, leave the room, change channels, or skip them via DVRs like TiVo.
We often talk about the rise of advertising clutter and the need for advertisers to find new ways to capture the attention of their target market. Banner ads on TV are one way, though such schemes risk alienating and irritating the very audience advertisers hope to reach.
Still, this advertising arms race that pits audience against advertiser is likely to continue. Advertisers must be both aggressive in cutting through ad clutter, and cautious about how they do so.
posted by David Board at
12:59 PM
3 Comments:
i plan to keep a log of any banner ads i see on tv and never buy anything advertised that way. They interrupt the show, and are even sometimes startling, and loud. It is an unwelcome intrusion. You can't 'get into' a movie with all of that going on. It puts you on edge, because it grabs your attention like a tornado warning, or other alert would. I believe a lot of people will do the same, and the rest will train their minds to ignore them. And then, when there is a need for an alert, it may not be noticed. It's just a bad idea. Commercials are still seen when fast forwarding on a DVR, sometimes more than once, while trying to stop at the right place. Get creative within the space allotted, ad people.
Not sure why I bought a large screen TV. Bottom right tells me the station, bottom left tells me the show name (I am too stupid to know what I am watching) and than I get the joy of the bottome being cut off to show me an ad. I do have TV guide on my TV and can look myself. I have had more shows ruined with all this advertisement during a show. Will not buy or watch anything that interrupts my programming. I pay for these shows -- not to have them interruped.
Not sure why I bought a large screen TV. Bottom right tells me the station, bottom left tells me the show name (I am too stupid to know what I am watching) and than I get the joy of the bottome being cut off to show me an ad. I do have TV guide on my TV and can look myself. I have had more shows ruined with all this advertisement during a show. Will not buy or watch anything that interrupts my programming. I pay for these shows -- not to have them interruped.
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