How to Make TV Ads Work? Speak Directly to the Viewer
Ad Club Panel: Tailor Messages to a Niche Channel's Audience
NEW YORK (AdAge.com) -- Here's a new "A" word to replace "accountability" as the catch-all phrase for next year's upfront: addressability. During "What Really Happened in This Year's Upfront," a panel discussion hosted by the Ad Club this morning, Group M Chief Investment Officer Rino Scanzoni said the key to ad effectiveness on TV is making viewers feel like they're being spoken to directly.
Ad Club Panel: Tailor Messages to a Niche Channel's Audience
NEW YORK (AdAge.com) -- Here's a new "A" word to replace "accountability" as the catch-all phrase for next year's upfront: addressability. During "What Really Happened in This Year's Upfront," a panel discussion hosted by the Ad Club this morning, Group M Chief Investment Officer Rino Scanzoni said the key to ad effectiveness on TV is making viewers feel like they're being spoken to directly.
Is this guy for real???
Seriously, where has he been? Let's read between the lines:
"Well, our industry is dying. We're OK right now but, we're definitely in decline. I want to say anything which will divert your attention from new technologies, new consumer behaviours and anything that pretty much detracts from the fact that a 30 second spot will no longer be what we knew it to be."
A TV spot does have some affect, I don't think it doesn't. However, for the most part it is still just background noise and a p.a.s.s.i.v.e medium.
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