Interactive Television Advertising started when advertisers realized that people watching television were no longer sitting through or watching commercials. They were either Zipping, which is fast-forwarding through commercials using VCR or DVR or Zapping, which is switching back and forth between two channels using the remote to dodge commercials by the push of a button. So, advertisers are taking advertising to a whole new level, coming up with creative yet unique ways of getting the consumer to watch their ads and here is what they came up with:
· On Demand ads- This is where the TV provider will only show you ads on what you like
· Hypertargeted ads- In addition to an upfront survey, the TV provider also tracks your viewing habits, you will see ads based upon the shows you like to watch (possible legal issue as an invasion of your privacy)
· Opt-In ads- Having no ads, but a higher subscription fee
· Vertical ads- Would appear on the side of TV screen
· Embedded ads- Similar to todays product placement, may be able to click on ad to learn more
· Sponsored ads- No ad interuptions, but long sponsor ad at front and end of show
For some background I have found that “For nearly 70 years, the notion of “watching television” emphasized the centrality of the “television set” in the home as an important single source of ad-supported news, information, and entertainment” (Grant, Meadows 116) and now that we have shows today like American Idol and Iron Chef that require TV watchers to interact with them, it has made the U.S. a prime candidate for ITV. Also, there are almost 43 million households in America transitioning to digital broadcasting, which makes a key condition in promoting interactive television in the country according to Communication Technology Update.
I found a chart from the Human Communication Research Journal showing what the advertisers hope you percieve from watching their ads and how effective it is based upon your emotion, their message exposier, and cognitions.
Researchers found that matching attitude funtions (i.e. Hypertargeted ads) will then in turn shape a consumers attitude toward a certain ad. Therefore, having an effect on what you watch, persuading you to watch, and getting you to buy something you see from an ad. I would also like to share with you some advantages and disadvantages.
Advantages:
· Gives a consumer a new experience to be able to interact with advertisers
· It is also convenient to be able to view and learn more about products from ads that you are interested in right from your own home
Disadvantages:
· It is a change and not all consumers are willing to make a drastic change about how they view TV
· Not all consumers have digital TV, so the question would be what are the one’s who don’t have digital supposed to do?
Grant, A., & Meadows, J. (2006). Communication Technology Update.Oxford: Elsevier Inc..
Dillard, James Price; Shen, Lijiang; Vail, Renata Grillova. “Does perceived message effectiveness cause persuasion or vice versa? 17 consistent answers.” Human Communication Research, v. 33 issue 4, 2007, p. 467-488.
2 comments:
I found this blog very interesting! I find that at its core it talks about the growing popularity of TiVo and DVR's.
It seems like just yesterday TiVo used to be running infomercial adds about this new product, and now its a common thing to have. However, it not just by people having DVR's or a large number of our class-members saying that they have them, but the fact that advertiser's are changing their whole format.
The fact that advertisers are talking about such "special" advertising methods illustrates that DVR ( for the most part its their effect) are having a broad reach on consumers and are greatly affecting business as we know it.
Shawn Henderson
Henderson.393@osu.edu
I also found this to be particularly interesting because I myself have a DVR so I'm at least somewhat familiar with the technology being spoken of. I find it very interesting to watch and try to predict the direction of media in the near and distant futures, and this is the major form of media in the US. Due to the nature of television and advertisers, it is no surprise that advertisers are going to be ever-seeking new ways to reach people as they adapt with new technologies. Since the beginning of broadcast television, it has been advertisement revenue that has funded and propelled TV into what it is now. So, certainly it is what will be driving TV viewing into the future, but it is uncertain just which form of ads (hyper-targeted, opt-in etc.) they will decide to use.
Douridas.8
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