PVR or DVRs, the Web - live steaming and mobile devices will induce the marketers of now to rethink strategies. PVR recorders allow the viewer to record his favorite program as it happens and then watch it 10mins later in example; allowing him to forward through TV adverts and only watch programming of interest. Marketers are compelled to make adds that really entertains, otherwise they are disregarded. Who wants to wait 5 - 10minute for ads to pass before resuming your favourite series viewing?
A quick computation shows why viewers will do it - bypass tedious ads. The typical "Heroes" episode is 30-40minute viewing time without ad breaks. Add all time ad breaks take-up in between (in South Africa) and you can add another 20minute to the programs air time, totalling a staggering 20 minutes in wasted ad time from the audiences perspective.
My feeling is the world of selling should transform to more competitive in-show marketing. If and where someone is drinking a Coke, make it obvious to the spectator. Make ads that audiences actually need to see. Video clips have to be posted on websites so that they can be "POD casted" and distributed from user to user - because they want to.
Website advertising should be taken more seriously. Markers must stop squandering money on advertising which will be fast-forwarded and ignored. Advertise creatively! Click here to get brief details http://www.dealspace.com.au/