Over the past couple of classes Dr. Manhood has talked about the expansion of advertising in cable TV and what is going to be done with the advertising of in things like Netflix and streaming movies online or in other words Pay TV & ITV. But what I want to know is have we as a generation already learned to ignore these ads? Our generation has grown up with a lot of advertising over the years and different companies continuously trying to get our attention when it comes to different products, especially online. According to class lecture Pay TV if basically TV programming that is paid for on in addition to regular cable, examples are HBO, Showtime and Cinemax. ITV according lecture is television that has special features to make your view better such as multi channel delivery, video on demand etc. Dr. Manhood talked about the possibility of companies putting in advertisements before the movie or show begins or embedded ads throughout the movie, but will our generation take to these kinds of ads? I know that I have learned over the years to find other things to do while ads load on my computer when I want to view a video online, or when I watch a movie on demand and I have to sit through the short commercial in the beginning I do something productive because I know I still have the beginning credits to get through anyways. It was also brought up during lecture that vertical ads are a possibility, and I believe these would be the most affective when watching a movie. When we are searching online we ignore the ads and the pops because we are just clicking through and in about 5 seconds will be on a whole new page, but with movies and TV shows that we are constantly watching with ads or names on the side I believe will get our attention. In June 2009 the Journal of Genetic Psychology studied the differences between parents and their children when it came to television, and to understand if advertising works on children I felt this study would help. This study found that parents are the ones that influence children and how they view advertising on television which only makes sense and that “This influence is exercised both indirectly (parents can influence the view environment in which there is an interaction between the child and TV commercials) and directly (parents can comment on TV commercials).” (Baiocco; D’Alessio; Laghi,2009). This to me tells me that if companies want to grab the attention of children in the future then they need to first convince the parents that this how advertising is going to go and when the parents learn to adapt to it then there children will learn to follow because their parents approve. If companies want to get ahead f the curve and try to grab the next generation with their Pay TV ads and internet banners then they need to make a full time decision now so we can learn to adapt to these types of ads so our children will be accustom to this form of brand advertising by our age.
Baiocco. R, Laghi. F. (2009). Discrepancies Between Parents' and Children's Attitudes Toward TV Advertising.. Retrieved (2011, August 3) from Http://uq5sd9vt7m. Search. Serialssolutions. Com. Libweb. Lib. Utsa. Edu/directlink? &atitle=self%20regulation%20or%20legislation? %20that%20is%20the%20queston! &author=lobstein,%20tim&issn=1747-7166&title=international%20journal%20of%20pediatric%20obesity&volume=5&issue=suppl%201&date=2010-01-01&spage=49&id=doi:&sid=proq_ss&genre=article
Well, I would propose that enough people do in fact respond to these adds to economically justify their existence. I assume that the AD agencies do extensive empirical research to test thier methods. They are not in the business of loosing money and clients pay them for results. However, a large portion of the audience probably does ignore them, which is expected. They don't need everyone to respond to the AD, just enough to earn a certain amount of revenue.
ReplyDeleteFurthermore IP television and the general fragmentation of content allows for more precise targeting.
So Celso,
ReplyDeleteI understand what you mean when you say that parents are the ones that influence children and how they view advertising on television. However, I don't think that marketing experts seek the approval of the parent in order to win over the children for similar future advertisements. In fact, an effective advertisement is one of high salience, which refers to the prominence or personal relevance the ad has to us. For instance, if a new billboard was built on your route home from work and you notice it for the first time. That being said, I think the future of advertising on Pay TV & ITV will always be changing in order to keep us aware that the ad even exists. I do agree that tech savvy folks in our generation often skip over the ad by browsing the web or by checking Facebook while the commercial plays. I do it all the time!
-Taylor Albritton
P.S. Did you cave in a buy an iPad?
You have a good point when you say that putting ads on during a movie or TV show would be more effective that putting them online. I know that when i go online i'm not wanting to look at ads or pop ups, i just want to go to the site i'm looking for and read whatever is on that site. But if i were watching a movie and an ad came on i would pay more attention to it be i would already be watching the movie so i wouldnt mind watching the ad as well. That would be a more effect way to get people of all auidences to pay attention to ads.
ReplyDeleteKatie Garza