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The End of TV Ads? Not so Fast.

by yuswohady January 19, 2009
January 19, 2009

Dear Crowdsters,
Saya mendapatkan sebuah artikel singkat mengenai hasil riset di Journal of Marketing edisi November 2008 yang memuat hasil riset dengan kesimpulan yang sangat menarik: Bahwa kehadiran teknologi DVR untuk mem-by pass TVC rupanya tidak dengan serta-merta “membunuh” iklan TV. Bahkan dengan penyampaian pesan yang tepat, iklan Anda justru bisa lebih powerful membenam di benak pelanggan. Berikut artikelnya, monggo kalau mau dikomentari:

The advent of DVR technology struck fear in the hearts of advertisers worldwide. Suddenly, viewers were able to fast-forward through TV commercials! A sad truth quickly emerged: when given the option, consumers love to hit that FF button.

The End of TV Ads?

Now, let’s (ahem) fast-forward to today. Are we witnessing the demise of the TV ad? Well, not necessarily. New research is showing that, with the right kind of ad, fast-forwarding can actually enhance your brand messaging. Yep, you heard right.

These researchers used eye-tracker technology to observe viewing behavior as subjects fast-forwarded through TV commercials. Here are some of their (somewhat astounding) findings:

• Fast-forwarding viewers actually pay more attention during commercials than those watching commercials at regular speed.
• Fast-forwarded advertisements still create brand memory, even with a 95% reduction in frames and complete loss of audio.
• Fast-forwarded commercials can positively affect brand attitude, behavioral intent and even actual choice behavior.

But pay close attention here: there’s one fact that every marketer simply must know to make brand marketing work during fast forwarding. (Drum roll, please):

The attention of fast-forwarding viewers is heavily limited to the center of the screen. To grab their attention, advertisers must place simple, eye-catching brand information dead center.

The Po!nt: TV ads won’t die, they’ll morph into another form. “Marketers can counteract the negative effects of DVRs by ensuring that their advertisements are heavily branded, and that the branding is centrally located,” these researchers conclude.

Source: “Breaking Through Fast-Forwarding: Brand Information and Visual Attention,” by S. Adam Brasel and James Gips. Journal of Marketing, 2008.

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yuswohady

Yuswohady, Managing Partner Inventure. Author of 50+ books on business & marketing, incl. the best seller "Millennials KILL Everything" (2019) and "Consumer Megashift after Pandemic" (2020).

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4 comments

Deddy Andaka January 22, 2009 - 9:28 am

Di Indonesia munkin iklan TV memang belum mati. Tapi di luar tampaknya sudah sekarat ya… Hmm, hanya pemikiran, masih sebegitu pentingnyakah iklan TV di zaman new wave marketing seperti sekarang?

Salam kenal pak Yuswohady. Crowd benar2 buku yang menarik!

Reply
yuswohady January 22, 2009 - 12:18 pm

Saya kira media-media itu apakah TV, Radio, print, akan tetap exist dan hidup “berdampingan” dengan media-media sosial yang kini lahir seperti blog, Facebook, Yahooroups etc. Tinggal untuk konteks keperluan apa media-media itu digunakan oleh marketer. Untuk membangun awareness media-mesia massal yang vertikal seperti TV, Radio, atau surat Kabar tentu akan lebih powerful. Namun untuk melakukan engagement tentu media itu tidak efektif, sebagai gantinya adalah media jejaring sosial seperti Facebook atau LinkIn. Indah kok mas kalau berbagai media itu bisa saling hidup berdampingan.

Reply
Ricky Maulana Muchtar February 11, 2009 - 10:45 am

Kalo saya lihat sih sekarang orang-orang (apalagi generasi Y) sudah jarang menonton TV. Lebih menarik buka internet… Video dan film pun bisa diunduh dengan mudah dari internet.. hehe…
Jadi bisa nonton dimana saja…

Reply
yuswohady February 11, 2009 - 4:31 pm

Aku ada buku baru oleh Don Tapscott gurunya dunia maya, judulnya “Grown Up Digital” yang cerita mengenai apa yang disebutnya “Generation Z” yaitu setelah “Generation Y”. Ini adalah generasi yang lahir setelah tahun 1998. Sangat internet minded. Nanti aku bikin tulisannya, very interesting.

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