The Future of Advertising: Do Marketers Have to Worry?

This video explores the near future of Advertising. Are PVRs/ DVRs threatening the traditional 30 second ad? New technologies such as Addressable and Interactive Ads are being developed to address this potential problem. But will they be successful? Not only do they push the limits of personal privacy, but the ads are forcing individuals to change passive viewer patterns into interactive ones. Will viewers engage with their TV after decades of using television as a passive medium? Is it possible that advertisers have finally gripped the handle on our collective lazy boy recliners, taken a hold of North Americas favourite pastime and turned it from a lean-back to a lean-forward medium?

SOURCES:

Marks, Alexandra. "Privacy Advocates Next Battle: Interactive TV." June 27, 2001. Christian Science Monitor; Vol. 93 Issue 149, p1.

Carlson, Matt. "Tapping into Tivo: Digital video recorders and the transition from schedules to surveillance in television." New Media and Society, Vol. 8, No. 1, 2006: 97-115.

Fernando, Angelo. "Creating Buzz: New Media Tactics have Changed the PR and Advertising Game" Tech Talk

Tivo Graph http://www.podcastingnews.com/2008/11/27/tivo-in-death-spiral/

Scherf, Kurt. "Reaching the Unreachable Consumer: Advertising in the Digital Age" A Parks Associates White Paper, 2005

http://www.ana.net/

By: Anna Waggott, Dayna Charlebois, Katie Tremblay, & Matt Mitchell

Category:

Science & Technology

Tags:

• Sequence
• 01