Comments on: Watching Your Brand In Fast Forward http://takemetoyourleader.com/2008/10/02/watching-your-brand-in-fast-forward/ "Take Me To Your Leader" focuses on trend watching in consumer behaviors, marketing, technology, and social media, but is often led astray by its eccentric authors and their love of music, traveling, random thoughts, and pirates. Thu, 29 Jul 2010 19:50:13 +0000 hourly 1 http://wordpress.org/?v=388 By: Phil Hellary http://takemetoyourleader.com/2008/10/02/watching-your-brand-in-fast-forward/comment-page-1/#comment-267 Phil Hellary Mon, 06 Oct 2008 19:31:49 +0000 http://takemetoyourleader.com/?p=481#comment-267 Its true, I usually pay close attention to the adverts as I fast forward through them and I slow down the player when I know its getting to the end of the adverts so that I don't miss any of the show I want to watch. I don't think marketers need to be particularly worried about losing viewings or broadcasters losing advertising cash. At the end of the day, if they sell the advert airtime for less then they'll simply charge more for the "this program is sponsored by" adverts either side of programs since even if you fast forward, you nearly always watch them. As a side note, I'd say that these sponsor adverts are actually of a higher level and are more interesting to watch than your bog standard advert. This could, of course, be very different on the American side of the pond though, where adverts are notoriously bad. Its true, I usually pay close attention to the adverts as I fast forward through them and I slow down the player when I know its getting to the end of the adverts so that I don’t miss any of the show I want to watch. I don’t think marketers need to be particularly worried about losing viewings or broadcasters losing advertising cash. At the end of the day, if they sell the advert airtime for less then they’ll simply charge more for the “this program is sponsored by” adverts either side of programs since even if you fast forward, you nearly always watch them.
As a side note, I’d say that these sponsor adverts are actually of a higher level and are more interesting to watch than your bog standard advert. This could, of course, be very different on the American side of the pond though, where adverts are notoriously bad.

]]> By: Lori Parsons http://takemetoyourleader.com/2008/10/02/watching-your-brand-in-fast-forward/comment-page-1/#comment-252 Lori Parsons Fri, 03 Oct 2008 18:45:48 +0000 http://takemetoyourleader.com/?p=481#comment-252 Would be interesting to see the research data on a younger demographic - elementary school age to tweens. I think we absorb subconsciously because prior to DVR's we were trained to watch commercials. I find that my 5 year old has ZERO tolerance for commercials, even if fast-forwarding through them. I think the impact of DVR on advertising will be obvious in a much more dramatic way as those who have never had to watch a commercial at all grow older and develop purchasing power. Will they even care enough to absorb the commercial at a higher rate, or will they completely tune out commercials even in ffwd mode because they have no patience for them? Would be interesting to see the research data on a younger demographic – elementary school age to tweens. I think we absorb subconsciously because prior to DVR’s we were trained to watch commercials. I find that my 5 year old has ZERO tolerance for commercials, even if fast-forwarding through them. I think the impact of DVR on advertising will be obvious in a much more dramatic way as those who have never had to watch a commercial at all grow older and develop purchasing power. Will they even care enough to absorb the commercial at a higher rate, or will they completely tune out commercials even in ffwd mode because they have no patience for them?

]]> By: Flying Dutchman http://takemetoyourleader.com/2008/10/02/watching-your-brand-in-fast-forward/comment-page-1/#comment-245 Flying Dutchman Fri, 03 Oct 2008 03:48:48 +0000 http://takemetoyourleader.com/?p=481#comment-245 It would be cool to produce a TV spot in super slow motion anticipating the fact that DVR users will fast forward it and make it appear as though it's playing at normal speed. Basically, the exact opposite of TV spots like sublime (Sprite) where viewers need to use the pause button in order to see hidden frames that go by super fast. Cooooool slooooow mooooootion videooooooo http://www.youtube.com/watch?v=XngQJzAmVm8 It would be cool to produce a TV spot in super slow motion anticipating the fact that DVR users will fast forward it and make it appear as though it’s playing at normal speed. Basically, the exact opposite of TV spots like sublime (Sprite) where viewers need to use the pause button in order to see hidden frames that go by super fast.

Cooooool slooooow mooooootion videooooooo
http://www.youtube.com/watch?v=XngQJzAmVm8

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