There have been plenty of stories lately about how TiVo and other DVR’s are wreaking havoc with the network advertising industry. One possible solution is to prevent ad-skipping in future DVR products. Bad solution. You can’t solve this problem by forcing people to do something they don’t want to do. Long before DVRs hit the scene we had all grown accustomed to using “commercial breaks” to run to the bathroom, raid the kitchen, etc., so this is nothing new.
This article from cnet sheds light on a new way to attack this problem: make the ads interesting so that people don’t want to miss them. Here’s an interesting quote towards the end:
Networks and advertisers should start taking advantage of the fact that while material is fast-forwarded, consumers can perceive individual frames.
True. In fact, rather than completely missing the message by making that bathroom/kitchen run during any commercial break for the shows I DVR, I hit the fast forward button and wind up seeing bits and pieces of the ads. More often than not I can tell you what products were just featured in the ads, despite the fact that I “skipped” them…