As video advertising on the Web has proliferated, the best marketers have found what works and what doesn’t, said Bruce Kasanoff, president of interactive marketing firm Now Possible. Traditional 30-second spots that drive home a strong message fall short, while short film-like clips that entertain get strong traction and often draw their own audiences, he explained.
As personal technology goes, Digital Video Recorders (DVRs) are more than just a replacement for tape-based VCRs: They’re a boon to TV watchers and the enemy of the traditional 30-second television advertising spot, for decades the single most powerful and lucrative form of brand advertising.
Devices such as TiVo (Nasdaq: TIVO) Latest News about TiVo have long been seen as a disruptive force in the TV advertising space, offering consumers the chance to blast past advertising with a simple click of a button.
Creative Thinking
The devices are unlikely to represent any kind of death knell for TV spots — they continue to be a powerful way to deliver a message — but advertisers seeking to combat the so-called TiVo effect are increasingly borrowing techniques from Web advertising.
