There is a new planned feature for TiVo devices that will allow a viewer to notify the TV advertiser of the commercial being viewed that they are interested in more info about the advertised product.
Under the new system, consumers can select an option to tell TiVo to release their contact information to an advertiser. For example, after watching an ad for an automobile or family vacation, users can use the remote control to request that bobbi brown brushes brochure be sent to their home.
From the advertiser’s side some of the benefits are obvious:
* Most people using the new feature are interested in the products, so any sort of brochure that will be sent will have a good chance of generating a sale.
* Normally a viewer interested in an ad will need to invest some effort. Such as memorizing a phone number, and calling it. Probably some sales are currently lost because people often don’t bother, or decide to wait until later and then don’t follow through. But pressing a button on the remote is easy.
* Sales pitch are often most effective when they’re fresh. The ability to decide to ask for more info while watching the ad, means that many people may decide to do it. Including people who wouldn’t have asked for more info even MAC Cosmetics Outlet few minutes later, not to mention much later when a different opportunity rises.
* Many people will consider the procedure a simple button press, rather than an interaction involving providing a business with personal details. This is information which is valuable to business, and anyone asking for more info will provide the entire set of details which are guaranteed to be correct and to belong to an actual person.
From the consumer side there are some advantages as well. Mainly the ability to actually ask for details on product which seem interesting. But there will also be some big disadvantages:
* The details sent to the advertiser will probably be a fixed set, including at the bare minimum anything needed to mail a valid information packet, and possibly more. In most other cases of responding to ads people can give a lot less info. When making a phone call it is possible to get details during the conversation, without giving up anything. On a web ad, it is possible to go to a page listing the details, without needing to provide any personal information, or at most having to provide an email address. And email addresses can be disposable. Real names and home addresses aren’t.
* It’s easy. So if someone is interested, they may indeed press the button instead of finding out other ways. This isn’t a problem per-se, it’s actually an advantage, but it does make the other problems worse. it can be so easy that people won’t bother thinking about the costs.
* Ads are going to change MAC Cosmetics attract more and more attention. Just as with web ads, this is a method to get an equivalent of an accurate click-through rate. As the direct number of requests for brochures is easy to measure, unlike actual effectiveness in promoting sales, this will become a major decision in designing and choosing ads. And just like enough people are clueless enough to click on the more annoying flashing and pop-up web ads to keep them a viable concept, so it will happen with the TV ads.
In large part the details will depend on the actual implementation, both by TiVo, and by all the rest of the PVR devices which will probably rush to copy the concept.
They should set standards that will allow to transfer the minimal amount of personal information actually required. But the minimum is still a lot, and has to be. It is very unlikely that PVR companies will branch to provide mac eyeliner gel brochure mailing services themselves, and it’s not a good idea even if it was.
As for the effect not the actual ad content and design, I doubt there is much that can be done. It is not the job of TiVo, or any of its competitors, to decide which ads are appropriate for the service and which aren’t. They may do so at first, but it will be due to the technical reason of it being a new service and the need to individually handle each supported ad. But as a long-term solution, ad censoring isn’t something they’ll want to do, not something they should do.
There is another issue here, though I cannot predict what the effects will be. Currently ad pricing, and positioning, depend on things like the awfully crude viewer ratings, and on general estimates about the viewer demographics of each show. But if this thing catches on, there immediate follow-up on ads has a big chance of becoming the (or a large part of) new method of determining ad pricing and placing. The rates of people asking for more info on the ad will probably be perceived as directly related to the ads effectiveness. And if the same ad works differently mac makeup brushes cheap different shows, it may be considered to be related to the popularity of the show. There are plenty of possible ramifications, both on ads, and on network choices about the shows they broadcast.
It’s a good concept overall, but given the world we live in I’m pretty sure it’s going to be a mess.
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