OMD To Develop Tech To Counter TV Ad Skipping

"The U.S. director of OMD, a Chicago-headquartered media shop, said that in the next few weeks the agency will begin testing a new type of media buy that will deliver an advertising message even when TV viewers are fast-forwarding through their TV commercials.

While he did not reveal specifics of the test, DeSocio implied they might be similar to some of the techniques TiVo is developing including options that run audio ad messages, superimpose billboard messages, or run commercials in picture-in-picture screens while consumers are fast-forwarding through conventional commercial advertising pods."

-- Media Post (free reg.)
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