Reviewer: Eva Lind-Mallo

For those that were at the Thirdway seminar last night, here’s some additional news on TiVo. For those that weren’t at the seminar, David discussed how TiVo is revolutionizing the way marketers and advertisers effectively reach target audiences.

TiVo has just announced that you’ll start getting pop-up ads when you fast forward through the actual ads. Unless you’re using Direct TV.

Link: TiVo Users Could Get Pop-Up Ads

Link: TiVo Adds Ads

Moreover, the government of Japan has gotten seriously involved. With TV ad revenue losses mounting, private broadcasters have started to regard commercials and programs as an all-in-one product. Hisashi Hieda, President of the National Association of Commercial Broadcasters, said: “Skipping the commercials would amount to a violation of the Copyright Law.” The association has designated August 28^th as “TV Commercial Day”, which will highlight the benefits of TV advertising to viewers.

Link: Japan Gets Tough On TiVO

Link: Skipping TV Commercials Illegal in Japan?

Bottom Line: Traditional TV advertising is not coming back. The world has changed and (Super Bowl aside) it has become increasingly difficult to reach target audiences. What does this mean for marketers and advertisers? It all comes back to being laser focused on who your target is, and then working from multiple angles at connecting and communicating with that consumer: building awareness, buy-in, loyalty, in short, creating value for her. An interesting article on converging media and venues to reach our target follows:

Link: Convergence: It’s Becoming a Brave New World

This entry was posted on Thursday, July 21st, 2005 at 12:08 am and is filed under rants. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.