Point Counterpoint

discussed interruption marketing, the traditional way of sending advertising messages (the classic example of which is a silly message right in the middle of a tear-jerking drama or love scene). Between new technological progress such as TIVO or consumer trends towards taping, zapping, and watching, the mass media advertisers are beginning to suspect their advertising monies is not producing the eyeballs and purchases it used to. A slow but steady migration from free TV to cable (pay) TV might eventually spell the end of Free TV as we know it (but we will save that discussion for another article).

So what has been the advertisers’ reactions to these latest techno marvels? At first, they denied its existence or influence. Next they attempted to legislate the advances out of existence (with the same amount of luck as they had outlawing the VCR in the early 80s, perhaps music companies should pay heed here). And finally, they have decided (on the correct choice if I may say so) to use the same technological miracles that have been their nemesis. If you can’t beat ‘em, join ‘em (or rather use it for our purposes).

The big buzzword in advertising circles these days is “Virtual advertising.” I am certain you have seen it, you just did not know it. It isn’t subliminal in the sense of the fifties scare about hiding messages within a media, but it approaches the same level of subtllty. Ever watch a football game and see those broad yellow lines that mark where the offense must reach to receive a first down? Those are not on the field but digitally incorporated into the picture. The same concept is at work for virtual advertising.

Subtle but highly visible. It’s there but it’s not there. Next time you are watching a baseball game and viewing the game from the typical behind the pitcher angle, concentrate on behind the batter and check to see if a corporate name or logo appears. If so, since the fans in the stadium watching the game see only an empty wall, you are viewing another example of a digitally inserted ad. Ditto for messages along the scorer’s table for basketball. This is the new world and the new advertising strategy being used to counteract the consumer actions noted earlier.

Another advertising tactic in the war for viewers is the product placement. This has been used considerably in movies but its usage has shifted to high gear for prime-time TV. In a sense we are reverting back to the thirties and the time of a single permanent sponsor for a mass media show. However, the difference is the product is not just mentioned at the beginning and the end of the show with any live commercials as can, but actual placement of the product is visible throughout the show. One might even go as far as to say the show is one big infomercial disguised as TV entertainment.

Just as tanks overtook trenches and anti-tank missiles neutralized tanks, each new technological advance will eventually be met by another advance that will minimize the advantages of the original advance. The consumers are just beginning to receive the full attack of virtual advertising. Most are not even aware of what it is and how it appears. But never underestimate the creativeness and abilities of the consumer. If and when, the full effect of virtual advertising finally hits (which means there is no escaping the multitude of messages), expect a strong reaction from consumers and new consumer-driven technology to overcome this latest media marvel. Point—customer.

The already worried marketers have been studying “ad avoidance” and have created several strategies to counter the ad attention deficit customer. One tactic is to combine the TV and online experience: a viewer watching a reality show could vote directly and immediately on a participant’s performance, meanwhile seeing targeted offers. Another is to personalize TV ads to particular zip codes or even on a home-by-home basis. A third tactic is to make more aggressive use of loyalty cards by offering specials available only to those who swipe their cards and hear tailored pitches. Counterpoint-marketers.

Point, Counter-point, just the latest installment of one of the world’s longest running dramas.