Voice: Screens on the Move

Today's plethora of screens, devices and platforms has created huge choice, audience fragments, binge viewing, deja viewing, over-the-top television, DVR, on-demand and a whole host of activities and patterns, all of which are greatly challenging to commercial advertisers. One might say that to...

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Bibliographic Details
Published inAdweek (2003) Vol. 55; no. 39; p. 15
Main Author Frey, Barry
Format Magazine Article
LanguageEnglish
Published New York Adweek LLC 27.10.2014
Subjects
Advertising media
Consumer behavior
Market strategy
Video
United States > US
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Summary:Today's plethora of screens, devices and platforms has created huge choice, audience fragments, binge viewing, deja viewing, over-the-top television, DVR, on-demand and a whole host of activities and patterns, all of which are greatly challenging to commercial advertisers. One might say that today's remote control is the audience in that remote people are increasingly in control. This has led both advertisers and agencies to the epiphany that video has become the new daypart. There is a building body of research that's tracking this inexorable shift. As the studies demonstrate, major shifts in consumer behavior are under way. Television remains an effective ad vehicle, to be sure, but it must be just part of a broader video strategy to attain maximum reach and effectiveness. Audiences aren't couch potatoes anymore.
Bibliography:content type line 24
ObjectType-Commentary-1
SourceType-Magazines-1
ISSN:1549-9553