Ads and Movie Trailers on TV
I like movies. I like golf. I like entertainment. And I like the marketing. What with the Ryder Cup and a bunch of shows starting up, the TV has been on in our house a lot more in recent days. And as I watched the new shows and the inevitable “commercial breaks” came by, I noticed I did not disengage as quickly when a movie trailer was shown as I did when an ad was aired. Hmmm??
As movies are an interest of mine, I understood my waiting to see what was coming. As I started to think about it, I was a little stunned. I knew it was a trailer because it was screened in wide screen – with the black space at the top and bottom of the screen. So as a person who likes movies, I was primed and I took the bait. Well the trailer ended and you know what? The very next ad was shown in wide screen as well and and I stayed engaged until I realised it was not a movie trailer and it was definitely not a product I had the remotest interest in.
As I thought about how I felt, I thought “they got me”, “Bait and Switched”, “Fooled into Watching”, “How dumb was I to fall for this?” and a host of others. And as someone who finds most TV ads boring and irrelevant, I wondered about how I would feel about TV advertising that was targeted to me based on behavioral or contextual targeting. Frankly, it scares me. How much? How often? What form? And what information would they have about me? And what would they do with it? And what if my kids profiles ended up being mine or vice versa? And if marketers could truly get to me and their ROI was therefore significantly raised, would I be inundated with ads?
I never really opted-in to receive the trailers, but why not watch as I may find a movie I will want to know more about. I suppose I opted in to receive every ad and trailer because that is the deal I took to have the channels I watch at the price I pay.
And so I wondered… Would it not be cool to try before you buy? As in an opt-in option for targeted advertising based on me being part of the party. At the moment, all we have to fear is fear itself.
Comments
Idisagree completely. I think target ads are the way of the future. It allows advertisers to focus on potential consumers that have a higher probability of buying their products and it gives consumers the assistance of not having to view ads they have absolutely no interest in. Just look at how smaller radio stations are fighting against Arbitron’s PPM – it will show that they actually don’t get high listenership rates because most people listen to the large stations. This is capitalsim at its core! This is another reason why Google is going to be the next Microsoft!
I think targeting is fantastic and the way of the future!
Just saw David Verklin address this issue at Advertising Week. According to him, targeted tv ads are on their way and in a few short years will be 25% of all the ads we see on tv.
@Kenny Tx for your comment. I think you misunderstood what I was saying. My point was that we are far more inclined to be engaged if something on the screen is of interest to us. And, I was suggesting that finding a way to try before you buy a behavioral targeting solution would be a good thing for consumers who are weary of it.
@karens With the advent of large amounts of choice, relevance becomes more and more important. I could not agree more except to say that in a few more years, 25% may be low if information flows freely. My point was that an opt-in would go a long way to increasing the acceptance of behavioral targeting in the home.
Hello webmaster
I would like to share with you a link to your site
write me here preonrelt@mail.ru
Leave a Comment