TV, Radio and Targeted Advertising
May 26, 2005 by JonathanAdrants: MP3 Usage Reduces Teen Radio Listenership by Almost Half
A recent study by Bridge Ratings & Research found just eight percent of radio listeners who have owned an MP3 player for more than six months listen to radio less. While those who have recently bought an MP3 player do, certainly listen to less radio as they get comfortable with their new music source, the study suggest MP3 is not a radio killer. However, for the 12-18 demo, it may be. After owning an MP3 player for six months, 45 percent 12-18 year olds listen to radio less.
I haven't listened to the radio since I bought my first iPod, way back in 2001. No, seriously. I drive a lot too — 6 hours every other weekend, for the last three years. Why? The advertisements drove me away. The same thing is happening on TV as well. The Apprentice season finale was absolute crap (much like every episode after the first season). I didn't count the number of times they broke away for commercial, but it felt like every 5 minutes Donald decided to take an advertising break. It's to the point now that the only advertising driven show I will watch is "The Big Idea" with Donny Deutsch and even then I mute the ads and go back to the computer.
The 30 second spot isn't dead, but damn — use your imagination a little. Find a creative director and tell a story, don't just pitch your product. Show me the benefits, don't just tell me. TV is a visual medium, use it! There for awhile a real estate company in Oklahoma City, OK kept running this spot with the broker standing outside screaming her pitch. I'm not kidding, she was literally screaming. That was one of the most annoying ads I've ever heard. How much business did that company lose because of a piss poor spot? There's another one that runs for lasick eye surgery, starting out with this big
Instead of standing outside her office, what if the broker actually showed some of the houses her office has sold? One of her angles was that they would sell "any house for any reason" and she talked specifically about annoying neighbors. Neighbors that painted their house bright pink. She is painting a picture using words, when the medium is visual. How asinine is that and aren't pictures worth a thousand words anyways?
For the lasick spot, why not show the difference in before and after surgery. Start out with a blurry screen and focus in slowly, showing the gradual change and difference that the surgery can make. Show me, don't tell me.
A tip of the hat to the guys at Rethink(IP), when was the last time someone rethought TV? From where I sit, there is a huge gap between what consumers are demanding these days and TV spots are delivering. I want quality, funny and interesting stories. Dramatic visuals that show me how your company can help me. I want news that is relevant to me. Hey, sounds like what Google did for internet advertising.
So when will we have targeted television spots? Yes, I know that spots are "targeted" to the supposed demographics of shows, but why not target it to *me* instead of the "demographic" that someone in an office dreamed up targeting. I have no idea if Tivo ever tried it, but I would definitely be willing to watch ads that have relevant context to my viewing habits. I want to know about concerts, events, buzz worthy news, local entrepreneurs, interesting new products and cool shows. I'll gladly watch those spots.
Watching TV these days is like visiting portals in the late '90's with flashing banners and the tag.
