With the growing number of people using DVRs–about 20% in the U.S.–it’s not surprising that advertisers are worried that TV viewers won’t watch their ads. In the last few years, advertisers have dreamt up a number of different tactics in order to entice viewers into watching, rather than fast forwarding, their ads. For example:
Superimposed Ads. Tivo started a campaign where they would paste a superimposed ad over an ad that was being fast-forwarded. The result was that you could clearly see the superimposed text ad, while fast forwarding through all the action. Tivo subscribers, however, reacted negatively to this, probably because they felt they were paying Tivo a monthly fee for avoiding advertising and having TV their way. After trying this in early January 2007, Tivo has stopped this practice. But who knows it may come back.
One Static Image. Some advertisers are targeting fast-forwarding DVR users directly by airing commercials that feature just one static image for 30 seconds. Fox did this in 2006 by creating an ad that just had the show logo on the screen (for fast forwarders) as well as people talking in the background (for those who actually watch commercials).
Subliminal Ads. Okay, they’re not really subliminal commercials (that went out in the 70’s allegedly) but they’re ads that flash really quick messages, that only fast forwarders can view. Viewed at normal speed, the images flash very quickly and don’t interrupt the commercial. Viewed while fast forwarding and the commercial is supposed to evoke curiosity and make viewers pay attention.
On-Screen Animated Ads. Many TV networks avoid any tricks during the commercial breaks and do them during a show. Networks do screen animations for future shows while a show is in progress. Sure it’s annoying and distracting, but I think this works the best of all because it catches viewers when they have their full attention–during the actual program.
Hybrid Ads or Content Wraps. These ads look like the show you’re watching, such the name content wraps. But they’re just clever ads. In a recent Mythbusters show there was a short content wrap showing an animated character asking another whether it was true that Guinness beer only had 125 calories. Another character verified this “myth” and a voice over came on saying it was “brought to you by Guinness”. Yes, this is awkward for both viewers and the actors/characters. It’s somewhat dishonest, in that you think you’re watching the show and you’re suddenly in the middle of a sales pitch. It’s a shocking moment that manages to break the spell and magic of TV viewing.
View the Guinness/Mythbuster clip here:
Best Week Ever did one a few weeks ago. It was a commercial for–Uh, I don’t even remember!–that featured some of the Best Week Ever performers/comedians and appeared right before the show went to the commercial break. It was effective to me because I love the show and the comedians and thought this was part of the show, not another lame commercials. But ultimately it was ineffective in getting me to remember what they were advertising.
Interestingly, viewers that saw the Guinness ad on Mythbusters remembered the Guinness brand 41% more often than a traditional Guinness ad. A research company called IAG did an evaluation of 1,000 hybrid ads and found that they generated a 30% higher brand recall than traditional ads for the same product.
In fact reality shows are one of the top places where you can find in-show product tie-ins. Shows like America’s Next Top Model, Top Chef, Survivor frequently feature products during the show–like hair care products, new frozen food dishes and cars. These advertisers not only get plus during the show, but also have buys for 30-second spots.
In fact, IAG said the highest-scoring hybrid ad was during America’s Next Top Model, which featured Herbal Essences hair product, with over 40% of people were able to recall the name of the brand compared to 28% viewing the regular ad.
Experts say ads of these types will grow especially as the usage of DVRs increase.
