Keeping Pace With Change

Consumers don't submit their intended media consumption schedule to advertisers for pre-approval to make sure it lines up with what the advertiser wants. Duh. Because of this, marketers need to be on pace with consumers and follow their media habits to be successful, not what worked in the past, or what the friend of a client says he or she watches.

Recently I found this which explains how Fox is working to find a way to update ad content within programs that have been tivo'd and due to the time sensitivity of the copy (movie opens this Friday isn't relevant if you're watching the show six days later.) This is a nice idea, although I don't think it'll be ground breaking because 60% of DVR users ffwd through ad content anwyay. Nonetheless I was still a little shocked to know that marketers are still wishing all this new media would go away. Here is a quote from the article:

"Ideally, we'd like it so that nobody fast-forwarded through any commercial," said Shari Cohen, co-executive director, national broadcast, MindShare. "I don't even know if it's possible to create a greater relevancy to watching it live rather than on a home basis. The spots are still going to be fast-forwarded through."

She got the last part right.