[opendtv] The Future of the 30-Second Spot
- From: Monty Solomon <monty@xxxxxxxxxx>
- To: undisclosed-recipient: ;
- Date: Sun, 27 Mar 2005 21:06:10 -0500
The Future of the 30-Second Spot
By LORNE MANLY
March 27, 2005
DEVOTEES of Home & Garden Television, sitting in the
comfort of their living rooms on the 33rd floor of a
Manhattan high-rise, probably could not care less about
commercials for lawn mowers or snow blowers. If they have
TiVo, they probably zap right through the ads; if not, they
can just change channels.
Soon, however, viewers may no longer be assaulted by ads
that all but demand to be ignored. Technology, cable and
satellite companies are scrambling to offer advertisers the
ability to learn enough about who you are and where you
live so that the likes of Home Depot will be able to send a
different, more suitable ad to an apartment dweller - say,
an ad pushing a kitchen upgrade.
With the growing popularity of digital video recorders like
TiVo, as well as video-on-demand, viewers are fine-tuning
their relationships with television in ways that would have
been unfathomable just a decade ago, watching shows when
and how they want - not when some distant, towering network
demands.
But the technology behind all that small-screen freedom
cuts two ways. The same digital set-top boxes that turn
your television into an ad-zapping, instant-gratification
device also provide an opportunity for the
advertising-dependent television business to rejuvenate and
rejigger the time-honored 30-second spot.
...
http://www.nytimes.com/2005/03/27/business/yourmoney/27dvr.html?ex=1269579600&en=9502125e77789279&ei=5090
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