Marketing Blurb is amused by advertisers trying to force television viewers to see their
commercials. We heard the newest technique is a five-second spot placed at the end of traditional commercials. These mini-pitches subvert DVRs that normally allow consumers to zap through advertising. When a consumer stops fast-forwarding, the DVR automatically backs up a few seconds to compensation for viewers reaction time in pass the commercial and returning to the show.
Bingo—users miss the traditional advertisement, but see the five section pitch as the DVR resets the action.
USA Today says: “Advertising critics, however, say the mini-commercials just add to what they see as an already too-cluttered ad environment.”People have TiVos because they're fed up with ads," says Gary Ruskin, head of watchdog group Commercial Alert. "These mini-ads are just going to make people more annoyed and drive more people away."
Marketing Blurb believes television marketers should just deal with ad skipping and find other ways to advertise.
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