Can you recall 10 ads that you saw on television yesterday? Ok can you recall 10 ads you saw today? No? It is reasonable to expect that I am part of the target market for a lot of companies for a lot of their products, yet I do not notice their communication on the television. As a marketer I guess its the worst problem. A 30 sec slot at prime time costs a bomb and no one notices!! Today advertising is facing it worst crisis.
There are far many number of channels today than I can care to recollect. And there are absolutely no programs that can make me watch through the commercials till the program begins again. Invariably I switch the channel and find something more interesting. I wanted to see the channels of similar profile co-ordinating the timing of the ad-spots so that even if I switch to other channel of the same profile I should see the same ad. Not so yet! I think channels should sit together and set-out rules (for say coordinating ad-spot timing)so that they can assist the marketer to reach their targets.
If you have noticed, barring Cricket and Tennis there arent many games I know of wherein you get regular breaks to show your ads. Cricket is a marketers dream there is a break every 6 balls!! I think marketers / channel owners must make a co-ordinated effort to popularize this sport. They will get more bang for their buck. But even here some channels get greedy and show only 4 balls encroaching the ad space into first and last ball. Obviously, if the viewer has an option he switches to other viewer-friendly channel.
Broadcasting Technology is changing with launch of Microsoft Windows Media Center Edition that lets you pause "live" broadcast and play it back. Soon some geek will invent a program that will "catch" the commercial and elimiate it while recording to the hard-disk. So viewers will actually prefer the media center rather than "live" broadcast!
Advertising the future!
I believe, advertisers should also look at their business and really alter the mechanics. If I draw parallels between watching a program and driving a car then ads currently are like "Red Signals". Rather effective model will be the "window shopping" model. So ads come and go they do not hinder my driving / walking but they are attractive enough to entice me to stop and have a look. the "Red Signal" approach has killed the ads ability to woo the prospect. What say advertisers?