TV Adman Says TV Ads Are Killing TV
from the recognizing-you-have-a-problem-is-the-first-step dept
Didn’t see this one coming, did you? Steve Rubel points out that the CEO of the Association of National Advertisers, Bob Liodice, has written to his own blog admitting that TV advertising is killing TV. Actually, what he means is that bad advertising is killing TV. For too long, advertisers have failed to realize that captive audience advertising is dying, and any successful advertisement now needs to be interesting or entertaining by itself. Simply being intrusive doesn’t do anything — other than make people go somewhere else. “How many more commercials are we going to jam into the pod? Aren’t we inviting consumers to run out of the room or hit the remote every time they get a whiff that a commercial is coming? Haven’t we provided enough rationale for the DVR industry?” Meanwhile, more people than ever are clamoring to just watch the ads at the Superbowl. Certainly seems like there’s a pretty big disconnect here. Commercials can work, but they have to be viewed as good content in their own right.