Advertising Lab: future of advertising and advertising technology

Guardian: TV Ads Have Future

Guardian (get username/pass here): "The death of the 30-second television advert has been greatly exaggerated, according to a report showing that TV viewers using ad-avoidance technology still boast impressive levels of advertising awareness."

Major points:

• The new TV is all about engagement, and consumers will only give time to ads that are relevant to them.


• PVR use will help some advertisers because they bust through advertising clutter and help viewers remember the adverts they do see.


• In the PVR future, adverts for some categories of products are a far bigger turn-off for television viewers than others. Starcom tested 60 adverts to measure the drop in advertisement awareness in Sky+ homes compared with Sky Digital homes (more about the study)
  

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