Yes, celebritie
s today are fighting it out for the brands. If Dena Bank roped in Juhi Chawla, then Bank of Rajasthan got the dream girl Hema Malini. Dabur, such a popular, old and trusted brand name of India, required Amitabh to help Chyawanprash fight aggressive players like Himalaya, Zandu etc.
Back in 2002, Pepsi agreed to pay the then pop princess Britney Spears $8 millions for two ads. Popular faces are helping to make brands become popular too – even if it costs the moon.
War with TiVo
Some years back, Nokia and Pepsi tied up with a leading television producer to make a unique show with no commercials. Instead,
they said, the advertising message would be incorporated into the show. It shows how advertisers are getting anxious about the rise of personal video recorders like TiVo, which make it easy for viewers to skip commercials. As TV set manufacturers and cable companies are increasingly building such recorders directly into their equipment, advertisers are forced to find way to place their ads in such a way that they don’t get forwarded. As in the above example, Pepsi & Nokia are ready to shell out $1 million an hour to showcase their products/brand names on the TV show.
The Super Bowl’s allure has increased – thanks to TiVo. This is because Super Bowl is live and least affected by TiVo. It would be one of the few shows, which millions of Americans would watch without zipping through commercials. A 30 second spot could cost anywhere around $2.6 million! Nevertheless, companies are ready to pay. They would get a chance to show their best and most finely made ads – for people would actually be watching the ads for once. Those who would record the Super Bowl using TiVo would do so to forward the game & watch the ads in leisure.
Technology has made it a whole new world for advertisers. You need to create ads that are entertaining enough to get people to stop fast-forwarding. As Steve Pacheco of FedEx put it very correctly, “The ads now need to be designed knowing that they might be watched more closely, more than once and on different platforms. The ad now needs to stand up to being seen live, played back on a DVR, viewed over the web or even downloaded on an iPod.”
You need to make sure you give nothing but the best. Your ad needs to work harder and smarter now. It should not only deliver the message in a few seconds, but should be visually alluring too. Advertising is not just about creativity, it’s also about big bucks!
s today are fighting it out for the brands. If Dena Bank roped in Juhi Chawla, then Bank of Rajasthan got the dream girl Hema Malini. Dabur, such a popular, old and trusted brand name of India, required Amitabh to help Chyawanprash fight aggressive players like Himalaya, Zandu etc.Back in 2002, Pepsi agreed to pay the then pop princess Britney Spears $8 millions for two ads. Popular faces are helping to make brands become popular too – even if it costs the moon.
War with TiVo
Some years back, Nokia and Pepsi tied up with a leading television producer to make a unique show with no commercials. Instead,
they said, the advertising message would be incorporated into the show. It shows how advertisers are getting anxious about the rise of personal video recorders like TiVo, which make it easy for viewers to skip commercials. As TV set manufacturers and cable companies are increasingly building such recorders directly into their equipment, advertisers are forced to find way to place their ads in such a way that they don’t get forwarded. As in the above example, Pepsi & Nokia are ready to shell out $1 million an hour to showcase their products/brand names on the TV show.The Super Bowl’s allure has increased – thanks to TiVo. This is because Super Bowl is live and least affected by TiVo. It would be one of the few shows, which millions of Americans would watch without zipping through commercials. A 30 second spot could cost anywhere around $2.6 million! Nevertheless, companies are ready to pay. They would get a chance to show their best and most finely made ads – for people would actually be watching the ads for once. Those who would record the Super Bowl using TiVo would do so to forward the game & watch the ads in leisure.
Technology has made it a whole new world for advertisers. You need to create ads that are entertaining enough to get people to stop fast-forwarding. As Steve Pacheco of FedEx put it very correctly, “The ads now need to be designed knowing that they might be watched more closely, more than once and on different platforms. The ad now needs to stand up to being seen live, played back on a DVR, viewed over the web or even downloaded on an iPod.”
You need to make sure you give nothing but the best. Your ad needs to work harder and smarter now. It should not only deliver the message in a few seconds, but should be visually alluring too. Advertising is not just about creativity, it’s also about big bucks!
Copyright © :-Rajita chaudhuri and Planman Media
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
No comments:
Post a Comment