Scared of the Implications of TiVo on Advertising?
Sure, TiVo has advertisers running scared thinking all ads will be skipped. But Tom Cotton, president of DDB Integrated Solutions, in a presentation to The Yankee Group's Connected Consumer Summit, says get over it and get used to it. But..adapt or die. Advertising needs to become more compelling and slide more into the categories of advertainment and viral citing some successful examples by Budweiser's Wassup campaign and the Terry Tate spots from Reebok.
Basically, embrace the new way consumers consume and stop trying to protect the old models because the old models are just that. Old.
by Steve Hall May- 7-03 Click to Comment