DVR Users Skipping Ads???
In an article from MediaPost.com, entitled Jupiter Calculates Cost Of Ad-Skipping: $8 Billion This Year , the statement is made that 53% of DVR users skip ads and they calculate the cost of this at $8 billion/year. What's their solution? To make it where DVR users can't skip ads!!This industry needs to come to the realization of why people choose to skip ads. By-the-way, they've always had the ability and choice to do this, either by flipping channels or leaving the room during a commercial they didn't want to see. (I wonder how much this has cost the ad industry over the years!) DVRs just make this process a little more time-efficient. The REAL reasons they skip the ads are that the ads are not relevant or entertaining. See my earlier blog posts We Can Do It Better and The Value of Advertising where I talk about the entertainment and content value of ads.
The industry needs to understand and embrace the fact that consumers are gaining more control over their media (what they watch, when they watch it, and how they watch it). The answers lie in good targeting, well done ads and good and timely analytics.
-Andy
posted by Andy Huckaba @ 8:04 AM
1 Comments:
Andy:
I started to read your blog, but I'm not a female left-handed bowler. I kept pushing my mouse buttons hoping to skip through the blog, but it stayed nonetheless. I walked out of the room, but the blog was still there when I came back.
Okay, I didn't really. My point is, if I was that targeted audience, I would have moved to another piece of content. Telling me to leave won't send me a message that reaches me, and isn't reaching me the real goal of advertisers? Telling me my plans to bypass advertising will fail only tells me that advertising has little value to me.
Keep up the forward thinking,
E.C.
Shawnee, Kansas
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