• About

Me Myself & Riggins

~ The activities and adventures of Riggins and me!

Me Myself & Riggins

Tag Archives: DVR

You Can’t Bore Me Into Buying That

21 Thursday Feb 2013

Posted by wendynewell in Uncategorized, work

≈ 5 Comments

Tags

Advertiser, Advertising, Agency, DVR, podcast, VOD, work

ry=400(This picture has nothing to do with this topic.  I just thought you’d like it.)

During my life I’ve done a ton of work around advertising research and insight.  One of my good friends works on the production of TV ads.  This leads to a number of colorful conversations of us not agreeing.  Starting with the basics … I love good commercials.  I really do.  A 30 second spot is truly the perfect little bite for my brain.  When I worked with advertising agencies I would watch commercials, I’d read the trades, and I truly cared about those 30 seconds of messaging.  Once I got a DVR the need to pay attention to those commercial breaks became less important.  After getting out of the business I no longer needed to watch them at all.  This is our first constant “conversation” (not fight — that would be petty of us).  I DO NOT believe any data that says people with DVRs still watch commercials on a regular basis.  I mean seriously … come on!  My friend demands he does so people still do.  Then I have to point out that he works in the business so of course he watches them but there is no shooting crew in Idaho.  That audience has less invested personally into those breaks that a push of a button can make disappear or at least zoom by faster.

This brings up one of my most passionate debates (not with this friend but just in general) … bad (or worse no) research.  When an agency hires  someone to do research on their commercial concept they want it to score well.  They don’t want to go back to the client and say, “wow we thought we had these great ideas, you liked them, we liked them, but apparently no one else does so we need to come up with some new thoughts.”  Because they want it to do well, because they are paying for this research, and because those they are paying want their client to be happy, the ad tests well.  Bad research!  How do they get away with this?  The survey is built to lead a respondent to the answers they are looking for.  The pool of respondents aren’t really representative of the national consumer.  Finally, overall almost any data can be read in a way to pull out only the positives.  Then everyone buys into it because after all “the numbers don’t lie.”  Any brand owner who allows their agency to do their own research is making a mistake.

This leads me to the advertiser.  The final client.  My friend and I have different opinions on why a commercial is boring or ineffective (Actually we are really just basing our argument on if it is entertaining or not.  We aren’t running effectiveness testing for every ad we see.). He says it is a lack of creativity by the agency while I say it is because the agency has to make the final client happy and those folks aren’t creative and/or have strict company branding guidelines, etc.  I suppose it could be both and our opinions are based on the work we have done and what we have seen.  In my experience the company gets in its own way. Well, some folks with Sr., Executive, or a C in their title get in the way.   I’ve consulted with a major insurance company whose company brand guidelines were so strict it made it nearly impossible for them to keep up with how innovative their competitors were being in the different advertising media.  I’ve also had a financial institution, who purchased a huge TV spot placement, ask me to tell them how many new accounts got signed up just because someone saw the ad.  Really … am I a witch?  How exactly do you think I would be able to find out this information?  The only way is to force everyone who signs up for an account, after the spot has aired, to take a survey asking why they became a client.  Even that won’t work as most will write things like, “my wife has been hounding me to think about our future” not ” your ad on TV was thought-provoking, honest, and sincere.”  Companies have ridiculous ideas on what their TV advertising will do.  Your goal, especially in buying a high-profile TV real estate, is to increase awareness, loyalty and preference of your brand so when the customer is looking to buy what you sell he/she thinks of you first.

None of this makes any difference if consumers aren’t watching your ads in the first place.  TV ads are being fast forwarded through (despite what my friend and the ad trades seem to think), radio ads are notoriously boring, computer ads won’t keep someone’s attention since they can be avoided as easily as opening a new window, OOH (out of home / billboards) can only do so much, what is an advertiser to do?  Glad you asked!  If I was an advertiser I’d put my money on VOD and podcasts.

Podcasts – Find the ones whose listening audience align with your target consumer and start sponsoring.  This is a loyal audience who is dedicated to listening to the host of the show.  Live reads (or as live as they get) by these hosts are gold.  Some podcasts have a cult like following.  Use that to your advantage.

VOD (Video on Demand) – I really can’t explain to you how much I adore VOD.  When I was in research I’d plead with anyone involved in the medium to please please please fix it.  It’s hard to find, the menus are difficult to navigate and there is no easy way to see what is available.  Still … I love it.  I just think if someone took a little time to fix it up it would be beyond genius.  If you build it they will come.  Advertisements on VOD have changed a bit recently, which annoy me, but should make advertisers happy.  The biggest change is that most major broadcast networks will not allow you to fast forward.  That’s right advertisers …. YOU CAN’T FAST FORWARD.  Here is the problem … the ads right now are horribly and tragically boring.  Either the same ads that originally ran with the program are included or one/two ads play over and over and over and over.  To make your ads work here you need to think about who is watching and when.  Dated ads won’t work.  If I’m watching a show delayed by a week after its’ original air date, I’ve already missed that Toyota Tent Sale.   Do you know what is more annoying than being forced to watch boring ads?  Being forced to watch boring ads that are so old they no longer even apply.  Finally, don’t play the same ad over and over and over.  You’ve now pissed me off.  There is research to support that this just isn’t my reaction but I’m too lazy to go find it.  You will just have to believe me.  Here is where I have to give it to my friend.  He said that advertisers should do a series of ads.  BRILLIANT!  Yes!  VOD should have a sponsor per show and all ads should either be promos for that network or a series of ongoing advertiser ads that tell a cohesive story.  Then it is almost like the program itself is breaking up the story of the featured advertiser, not the other way around.

Sometimes my friend is smart but please don’t tell him I said that.  It will make my next heated advertising conversation with him that much harder to win.

Pass it on:

  • Email
  • Facebook
  • Twitter
  • Pinterest
  • More
  • LinkedIn

Like this:

Like Loading...

Counting is Fun!

22 Tuesday Dec 2009

Posted by wendynewell in DVR

≈ Leave a comment

Tags

DVR, Lists, TV


I love end of the year countdowns and lists. ADORE THEM! I’m not sure why. No matter the topic I have an opinion and will happily share it with anyone who will listen. I’ve even been known to watch end of the year list countdowns on ESPN and honestly I couldn’t tell you if I even have access to that channel any other time of year.

So! I decided to make my own end of year top 10 list of the best (aka my favorite) TV characters of 2009. Now I realize it doesn’t make sense to compile this list mid network season but I don’t care. I also freely admit I stole this idea from someone on Twitter who, with ties to the industry, was probably more qualified to make this list than I am. Still, with hours of programing currently recorded on my DVR I’m confident in my opinion on this matter.

#10. Dr. Jack Hodgins from Bones.
Honestly he almost got bumped by the son in Cougar Town but he made it so there you go. I really like the show Bones which is odd since I find the main female character horrifically annoying. I give full credit to Hodgins. Although I liked him better when Angela and him where “doing it.”

#9. Sarah Walker from Bothers and Sisters.
Her character is just tragic. It hurts my heart. If you can watch an episode of Brothers and Sisters without crying you are dead inside.

#8. Michael Western from Burn Notice.
Come on! The ultimate bad boy who does good. “Somebody needs you Michael.” Yah. Me.

#7. Hardison and Parker from Leverage.
I realize it is cheating having this spot shared by two characters but they kinda come as a pair and it’s my list so I’ll do what I want! I love all the characters on Leverage but these two are my favorite. He is crazy smart and she is super skilled — in the art of the con (is that how you spell that? Seems wrong.). Again bad guy/gal who does good. I say recipe for success!

#6. Kendall Cho from The Mentalist.
Okay I admit it. I had to look up this characters name. I usually just refer to him as the Hot Stoic Asian Dude. This is pretty high on the list for a character whose name I don’t know but EVERY time I watch The Mentalist I say out loud, “I love that Hot Stoic Asian Dude.” So there you go! I actually do love all the characters on this show especially Lisbon but Kendall still takes top honors. Watch the show. You honestly want to tell me they’d get anything done without him? He is calm, cool, and collected and knows more about law and life than the other 2 lower detectives combined. (I liked the “2 lower detectives” aka Grace & Rigsby, better when they weren’t “doing it”.) Without him they would fail. And who wants a fake government agency failing? Not I!

#5. Dr. Gregory House from House.
HOW CAN HOUSE NOT MAKE YOUR LIST? You heard me so called “TV person” who wrote that list I am blatantly stealing the idea of. HOW? I love that show and I’ll tell you this much it isn’t for any of the other annoying spineless characters. It’s all about House, all the time! A brilliant character who you should despise and yet love due to his wit and extreme intelligence (gross Moody from Californication could take some tips from him).

#4. Cappie from Greek.
That’s right a character from ABC Family made it on my list. Have you watched Greek? No. Then zip it and stop judging. Cappie is an adorable loser whose heart is bigger than the Grinch’s at the end of that story (after the growth spurt). My friend, the only other person I know who watches the show, agrees that the fictional Cappie should stop futzing around at college and just marry me! We can have jello shots at the reception.

#3. Barney Stinson from How I Met Your Mother.
Again didn’t make that other list making that other list invalid. How I Met Your Mother is often times seconds from being unwatchable. The lead male character is so annoying I’m shocked none of the other fictional characters just don’t off him and end his misery. BUT NEVER FEAR. BARNEY IS HERE. How can a character that is so disgusting and such a male chauvinist be so lovable? Comedy. That’s my answer. Even when he is saying nothing and almost out of the shot he is who I watch because his reaction is funnier than whoever is the focus of the scene … always!

#2. Sheldon from The Big Bang Theory.
One Sheldon line can explain my love for him, “That’s not a reason to cry. One cries because one is sad. For example I cry because others are stupid and that makes me sad.” Ha! How can you not love him? I have also recently learned that the actor who plays Sheldon, Jim Parsons, is older than me so I can actually love him without some dimwit calling me a cougar. (May be my top pet peeve of the moment. The next guy who calls me a cougar and then follows it up with, “Why are you angry? That’s a compliment.” I’m going to call a pot bellied pig. When they look hurt I’ll add, “What, it’s a compliment. I hear they are very loyal and make lovely pets.”)

#1. Drum roll please ….
Mary Shannon from In Plain Sight.
That’s right! A list over run by men is topped by a woman. As it should be! With an honorable mention to her partner Marshall, Mary is easily my favorite character on TV over the past year. Why you ask? Simple. She is me. Honestly. Watch the show. She is me. Go to Hulu right now and watch — http://www.hulu.com/search?query=in+plain+sight&st=0. You wont be disappointed!

Honorable mention to Captain Jean-Luc Picard of the Starship Enterprise. ST:TNG has to be in reruns on some channel somewhere and Picard should ALWAYS make any TV character list. When I get married I plan for Patrick Stewart to do the honors but instead of saying, “I now pronounce you man and wife.” he will say, “engage” (with the hand gesture). It’s going to be glorious! You just wait!

That’s all folks! Although I reserve the right to edit this list as I think of others …

Pass it on:

  • Email
  • Facebook
  • Twitter
  • Pinterest
  • More
  • LinkedIn

Like this:

Like Loading...

Most Recent Popular Posts:

  • How? Who? Whatever.
  • Pizza Please
  • It Was No Transformers

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Join 1,112 other subscribers

Wendy’s Twitter Feed

Tweets by WendyNewell
Follow Me Myself & Riggins on WordPress.com

Wendy's Instagram (@wnewell)

No Instagram images were found.

Archives

Create a free website or blog at WordPress.com.

Privacy & Cookies: This site uses cookies. By continuing to use this website, you agree to their use.
To find out more, including how to control cookies, see here: Cookie Policy
  • Follow Following
    • Me Myself & Riggins
    • Join 155 other followers
    • Already have a WordPress.com account? Log in now.
    • Me Myself & Riggins
    • Customize
    • Follow Following
    • Sign up
    • Log in
    • Report this content
    • View site in Reader
    • Manage subscriptions
    • Collapse this bar
 

Loading Comments...
 

    %d bloggers like this: