OMD to Test Fast Forward Ads

In what we believe to be a losing battle against consumers who now, with PVR technology, have near complete control over whether they view ads or not, Chicago's OMD has announced it will soon test what it dubs "fast-forward commercials." Announced during a keynote yesterday at the Cablevision Advertising Bureau sales conference in Chicago, OMD Director of Strategic Marketing David DeSocio suggested DVRs should not be seen as threat but as a means to provide viewers with better advertising. DeSocio told the audience that while control given to consumers by DVRs, his agency's new technology would help advertisers "involve the consumer even when they are in avoidance mode." Correct me if I'm wrong but that's just about the nicest way I've ever heard anyone say, "force the consumer to view ads when they choose not to."

by Steve Hall    May-24-05   Click to Comment   
Topic: Television   

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OMD Director of Strategic Marketing David DeSocio suggested DVRs should not be seen as threat but as a means to provide viewers with better advertising. And the masses cheer!!!!

Every human is in rejoice that we will now see "better advertising" provided to us. OMD Director of Strategic Marketing David DeSocio suggested DVRs should not be seen as threat but as a means to provide viewers with better advertising.

Every human is rejoicing that we will now see "better advertising" provided to us. Finally...the advertisers understand that all the public really wanted was simply "better advertising".

Put down your title David DeSocio path. DVR has never been a threat to television. It has been the judge, jury, bailiff, your cell mate Bubba, and a guy in a black mask pulling the cord…. kind of threat. That is far from a threat. That’s a done deal.

“His agency's new technology would help advertisers "involve the consumer even when they are in avoidance mode." David…..listen…..I know you’re trying to make a dollar off the fear of advertising change with your amazing agency ideas and solutions (similar to Y2K )…….just add a little more snake oil.

I go to the toilet to disengage and avoid television advertisers. Does anyone at Adrant want to guess how they are going to involve me when I’m on my “Avoidance Commode”?!

Posted by: kab on May 26, 2005 10:46 PM

My wife and I just started watching this season's episodes of 24. Why record all the shows onto the DVR and start watching now that is over? Simple. We did not have to wait week-to-week and we can skip through the commercials.

By my calculation, our DVR's recording of the season combinined with ad-skipping is saving us about 7-hours of our life commercial free!

Posted by: Martino Mingione on May 27, 2005 4:37 PM







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