Archives/ Monthly Archives/ July 2015

Advertising as entertainment … roll up, roll up

We’re forever hearing that the future of TV advertising is as entertainment. Personal video recorders means no one is watching ads, and the only hope of countering this ‘ad avoidance’ is by making your ad as good as the programmes that it punctuates.

That’s all very well, but what about the ads around yours? Just who is going to sit through mind-numbingly dull dross to happen upon your 30 second gem?

(You won’t hear it in adland, but it is suggested that a far simpler response to ad avoidance is to stick a big fat logo in the heart of your ad so even the most ad averse types can’t avoid it as they zoom through at 30x)

Anyway, the thought struck me as I watched the UK Lotto’s ad with Piers Morgan. This really is tongue in cheek entertainment on a par with anything you’d sit down and watch deliberately.   So sit down and enjoy!