According to The Wall Street Journal article, “Talking Back to the TV,” in 2008, “more than 60% of big advertisers said TV advertising had become less effective over the past two years.” However, now TV is ready to compete with the online advertising. As I wrote on the last blogging, companies have begun paying attention to engagement with consumers, but it was about the Internet. Since TV commercials were excluded from the feature of engagement with consumers, the online advertisement has grown rapidly. Eventually, TV is now available to engage with customers. How? Some companies have already started TV commercials called “interactive advertisement.”
P&G is one of the companies. Charmin toilet paper ad with interactive features has been appeared on TiVo subscribers’ TVs. As Charmin bears show up on the TV screen, a green thumb emerges in the right corner of the screen which says, “Apply now for a valuable coupon from Charmin.” If audiences click the thumb by using their remote controls, then the program freezes and asks for coupons on the screen whether they want to receive the coupons by mail. If they request the coupons, then they receive it by mail. This is the real engagement and interaction. Other types of interactive ads have aired on the satellite Direct TV and Dish Network as well.
This is the evolution of TV technology. Once, I have imagined that audiences may participate in the TV programs at home while watching the shows, but first ad succeeds to make a connection with audiences who are potential consumers of products. Actually, Unilever already have done 40 interactive ad campaigns, such Axe commercial with a bike game and Breyers ice cream with matching the scoops of ice cream. Those are all happening on the TV not on the Internet. Fortunately, TV is getting smarter. There are still many people who love TV, but TV still has to be stronger and develop against the Internet. I eager to see more that TV competes with the Internet and get back their power.
P&G is one of the companies. Charmin toilet paper ad with interactive features has been appeared on TiVo subscribers’ TVs. As Charmin bears show up on the TV screen, a green thumb emerges in the right corner of the screen which says, “Apply now for a valuable coupon from Charmin.” If audiences click the thumb by using their remote controls, then the program freezes and asks for coupons on the screen whether they want to receive the coupons by mail. If they request the coupons, then they receive it by mail. This is the real engagement and interaction. Other types of interactive ads have aired on the satellite Direct TV and Dish Network as well.
This is the evolution of TV technology. Once, I have imagined that audiences may participate in the TV programs at home while watching the shows, but first ad succeeds to make a connection with audiences who are potential consumers of products. Actually, Unilever already have done 40 interactive ad campaigns, such Axe commercial with a bike game and Breyers ice cream with matching the scoops of ice cream. Those are all happening on the TV not on the Internet. Fortunately, TV is getting smarter. There are still many people who love TV, but TV still has to be stronger and develop against the Internet. I eager to see more that TV competes with the Internet and get back their power.
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