Woah, Man, That Raccoon Is Like, Watching The Football Game
from the trippy dept
While many advertisers are relying less on television and instead devoting more resources to online media, some companies are still trying to breathe new life into the good old 30-second TV spot. One of the most common ideas is targeted advertising that’s aimed at a particular area or demographic, but one company is working on ads that are sensitive not to the context of the viewer, but rather the context of the programming or another external influence. For example, a Wendy’s ad will run during some NFL games this weekend, featuring some animated raccoons whose dialogue will change depending on what’s happening in the game. Earlier Wendy’s ads in a test of the system advertised chili if the weather was, uh, chilly, and the frozen Frosty dessert when it was warm. This is a somewhat interesting system that could make TV ads a little more relevant and a lot more interesting, depending on how they’re done. The chili/Frosty example isn’t particularly interesting, really, because it’s still an ad many people are probably likely to ignore. However, in the case of the raccoon ads, if they’re entertaining and clever as well as timely, they could attract a lot of viewers. This could be a good example of how advertisers need to realize that their ads are content, and they need to create ads that people want to see. But simply changing the product that’s being advertised depending on the weather may just be an attempt at dressing up standard captive-audience advertising, although it is an attempt to make it a little bit more relevant for viewers.