tag:blogger.com,1999:blog-5249997465016074955.post2320100063398955178..comments2023-12-23T21:59:20.634-08:00Comments on The Ad Contrarian: What The Web Has Taught Us About TVBOB HOFFMANhttp://www.blogger.com/profile/05158827977385952634noreply@blogger.comBlogger20125tag:blogger.com,1999:blog-5249997465016074955.post-10309160435713984072012-06-23T12:53:28.944-07:002012-06-23T12:53:28.944-07:00I don't watch TV. Don't owe one. Many of m...I don't watch TV. Don't owe one. Many of my friends neither. Number that is growing. TV content is mind numbing. The web allows me to find what I want, when I want, how I want and interact with it. When was the last time any channel asked it's audience about what they want to watch, or whether they like what their watching? How do TV stats get calculated. Please be kind enough to point me to where you got your stats?Natchinoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-48470766643803621142012-06-12T11:00:19.683-07:002012-06-12T11:00:19.683-07:00The problem with TV is the advertising. Thankfully...The problem with TV is the advertising. Thankfully someone invented the PVR. We love to PVR our shows thus circumventing all the advertising. ALL our prime shows are PVR'd now. TV advertising is relentless and frustrating.Brucenoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-46281418681549661652012-06-05T02:12:43.146-07:002012-06-05T02:12:43.146-07:00 Bob,
I recently got a fancy new car. It has a... Bob, <br /><br />I recently got a fancy new car. It has a TV in the dashboard. <br /><br />Of course, I can't watch TV while the car is in motion. The sound remains, but the screen blanks out. A sensible safety move. <br /><br />You know what? I can still follow most TV programmes decently, if I'm in stop-and-go traffic. I dip in and out of viewing, rather like the way I would at in my living room. <br /><br />Most TV at home is punctuated by bits of conversation, knitting, cups of coffee, rung doorbells, the popping of popcorn, flipping through magazines, and increasingly, the answering of emails on your laptop. TV in the car is punctuated by the occasional green light, and a dash to the next red one. <br /><br />Compare this with how I use the internet in my car. <br /><br />(I shouldn't. Point taken.)<br /><br />Answer an email in the car while stopped? I'll miss a the light. The viral vids that circulate on YouTube seem to expect more attention than I can give them casually. Browse Facebook as I drive? Even with an in-dash display, that's not likely. <br /><br />The internet is just too damn hard. It demands attention, focus, choice, and a good deal of actual reading. So-called "engagement" is a tough slog for a consumer.<br /><br />TV works because it's easy. <br /><br />And if you want people to watch something they actually haven't <i>chosen</i> to watch, you'd better make it easy for them. Just ask Kevin Puckett's toddler. <br /><br />(Much of what Marshall McLuhan wrote was fanciful. But his thoughts on the difference between "hot" and "cool" media might actually prove useful in this discussion.)<br /><br />The internet is front-brain stuff. TV is back brain stuff. <br /><br />And to be fair, the early practitioners of TV didn't understand that. They treated a TV ad like a set of instructions and demanded your attention—remember <i>Run, don't walk, to your nearest store!</i> It took practitioners a decade or two to get a grip on how TV works. The Honourable Husbandhttp://deutschlanduberelvis.comnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-41285729734802997552012-06-01T12:19:40.092-07:002012-06-01T12:19:40.092-07:00truly spoken by someone who does not understand th...truly spoken by someone who does not understand the internet... it is easy to disregard something you don't understand. Douche Bag 1noreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-69994251011325672532012-05-31T14:28:45.381-07:002012-05-31T14:28:45.381-07:00Even the newest generation my son at 3.5 y/o is pr...Even the newest generation my son at 3.5 y/o is proof of this. He has access to an ipad and iphone but when he gets up from nap he just wants to "watch my tv with blanky and some milk". Also its about the content even when he is on the computer its still Nick Jr or PBS kids so its TV content he is consumiing even online.Kevin Puckettnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-31973455552101561692012-05-30T18:34:36.196-07:002012-05-30T18:34:36.196-07:00OMG been a while you now have Disqus! You rock Bob...OMG been a while you now have Disqus! You rock Bob! Great post amazing stuff how marketers are bigger suckers than the people they try to sucker.Howie at Sky Pulse Mediahttp://twitter.com/skypulsemedianoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-14422082778245811942012-05-30T18:24:03.066-07:002012-05-30T18:24:03.066-07:00I agree that TV and other traditional advertising ...I agree that TV and other traditional advertising vehicles still have great value. But what about DVR capabilities cutting into TV spot exposure? Any take on that? Elaine Fogelhttp://elainefogel.netnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-14114681267851945682012-05-30T17:29:30.192-07:002012-05-30T17:29:30.192-07:00Yes, Dollar Shave Club and Blend-Tec have done a g...Yes, Dollar Shave Club and Blend-Tec have done a good job, but they're far from major brands.AdContrariannoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-46498525928887250252012-05-30T17:28:34.338-07:002012-05-30T17:28:34.338-07:00...and if you try to tell clients the truth, they ......and if you try to tell clients the truth, they think there's something wrong with you.AdContrariannoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-16412541823976563162012-05-30T17:27:54.240-07:002012-05-30T17:27:54.240-07:00CorrectCorrectAdContrariannoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-17321108908189234932012-05-30T16:10:12.586-07:002012-05-30T16:10:12.586-07:00The problem is that clients are desperate for some...The problem is that clients are desperate for someone to crack the internet as an ad vehicle because so many people spend so much damn time there. Slavering ad agencies, many of whom never in fact had any constructive theories about actual advertising, snap to attention and order their people to accommodate the client's wishes or - "figure out this web shit". This is then compounded when tech knobs suddenly decide they're marketing people as the clamour for cracking web advertising grows ever louder. <br /><br />Nobody (present company excepted) has the balls to tell the client that they're tilting at windmills and (and this is the difficult bit) take them through a sound reasoning of how and why advertising works.Simon Billinghttp://www.grumpybrit.com/noreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-62497055325199605832012-05-30T12:48:58.772-07:002012-05-30T12:48:58.772-07:00 You should run some TV ads for it. ;) You should run some TV ads for it. ;)Atomic Tangohttp://twitter.com/AtomicTangonoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-56845245632295932802012-05-30T11:41:04.085-07:002012-05-30T11:41:04.085-07:00Unfortunately, my book is not a major brand.Unfortunately, my book is not a major brand.AdContrariannoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-88186896523632380862012-05-30T11:36:16.870-07:002012-05-30T11:36:16.870-07:00I would never have heard of Bob or purchased his b...I would never have heard of Bob or purchased his book without the Internet. Does that count?Atomic Tangohttp://twitter.com/AtomicTangonoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-85682499285477432762012-05-30T08:02:23.727-07:002012-05-30T08:02:23.727-07:00The Internet did not kill TV, it turbocharged it. ...The Internet did not kill TV, it turbocharged it. <br /><br />http://admajoremblog.blogspot.com/2011/12/tv-keeps-rising-from-dead.html<br />http://admajoremblog.blogspot.com/2011/05/changing-role-of-tv.html<br />http://admajoremblog.blogspot.com/2009/12/tv-is-dead-long-live-tv.html<br /><br />Thanks for the post, Bob.<br />http://twitter.com/SteveS1Steve Schildwachterhttp://twitter.com/SteveS1noreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-46714644733212755212012-05-30T07:46:45.888-07:002012-05-30T07:46:45.888-07:00Ed... Given your observations and the reality of ...Ed... Given your observations and the reality of web display performance, I would rather save the hundreds of display dollars and just do a bit of search marketing using the 3 search engines.<br />As for TV, yes the cost of entry for production is high, but the returns prove the channel works better than any other.Paul Benjouhttp://twitter.com/PaulBenjounoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-17138532574745017112012-05-30T06:34:53.319-07:002012-05-30T06:34:53.319-07:00This may prove to be anecdotal, although I believe...This may prove to be anecdotal, although I believe it is picking up steam: Dollar Shave Club.com. Other than that, I am in total agreement.Rob Hatfieldnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-67861274799921573462012-05-30T06:01:32.967-07:002012-05-30T06:01:32.967-07:00 Josh, Bob cites that number all the time on here ... Josh, Bob cites that number all the time on here - I think it's from the Nielsen 3-Screen report that is published at least once per year.Kyle Rohdehttp://twitter.com/KyleRohdenoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-15264554516188156972012-05-30T05:52:32.926-07:002012-05-30T05:52:32.926-07:00I come from the generation that preceded the prese...I come from the generation that preceded the presence of the web, and remember when TV was three networks, black and white and tubes<br /><br />Two thoughts:TV has maxed out its capabilities, as it is broadcast and not interactive. One ad fits all...or its a targeted ad that misses the larger audience and people flick to the next channel of the 500+ they have. The web as a vehicle of conversation that has a long, long ways to go before it hits maturity.<br /><br />Barrier to entry: A web ad ad can be produced and bought for hundreds of dollars, where a TV spot is orders of magnitude more expensive. The market will always follow the low cost channel.Ed Patiencenoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-33107938530739486292012-05-30T05:28:55.360-07:002012-05-30T05:28:55.360-07:0098% of all video is still viewed on a television. ...98% of all video is still viewed on a television. source?Josh Clementhttp://www.facebook.com/joshclementnoreply@blogger.com