A Magid Associates study reveals the following:
54% of respondents would be more likely to purchase an iPod if TV programs could be downloaded free of charge in exchange for watching a 30-second advertisement.
Among those actually planning to purchase a video iPod, 72% said they would be more likely to download a TV program in exchange for watching an ad.
Do I need to explain the joke here? We're talking about "a" as in one, uno, 1, not 40.
Even though the consumer can deftly still choose to gloss through the commercial with a few touches of their dial, let's assume for a second (or 30-seconds) that we can uniquely targeted and customize the ONE commercial for ONE consumer. Let's also assume that we have the ability to serve up 45 seconds or 60 seconds or 2 minutes at a time (again, using the same assumption that the consumer is in control and it takes the same amount of time to skip 30 as it does to skip 300 - kinda)
So here's the problem...ONE commercial. I don't care what your CPM is, what you just lost on the swings, ain't never going to be made up on the roundabouts.
Which brings us back to D'oh or double-d'oh in terms of dealing with the lack of penetration/usage/hard drive space/corporate restrictions on downloads (I can go on if you like)...which I think is addressable, but let's face it...we'll inevitably revert to our bad habits of 1 becoming 2; 2 becoming 4 and 4 becoming 40, won't we?
What else you got?
Via Ad Age
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