Adverts

[RizzoTheRat]

Do people still notice adverts on TV?

I started watching the Ipcress File on ITV Hub the other night and it has adverts baked in that you can't fast forward. Watching TV with adverts in is like being back in the 90's! Pretty much anything we watch these days we've either recorded on the cable box so fast forward through any adverts, or is on a subscription service like Prime. Every time an advert break came on I zoned out and either chatted to the Mrs or looked at the news/PH/Facebook/Reddit on my phone.

It made me wonder if the end is coming for TV channels that make thier revenue from adverts. Presumably advertisers do have some way of measuring the effectiveness of thier ads beyond just the number of people watching the show, has thier effectiveness dropped off?

[vixen1700]

Think the only time we watch anything in real time and see adverts is when The Chase is on.

Otherwise it's x30.

[RicksAlfas]

Nope. Record everything and watch it when we want to, which means FF through any adverts.

[DodgyGeezer]

all it'll mean is more product placement (and/or no warning for advert breaks like in the US), though I appreciate that rules may need to be changed vis-a-vis placement

[super7]

DodgyGeezer said:

all it'll mean is more product placement (and/or no warning for advert breaks like in the US), though I appreciate that rules may need to be changed vis-a-vis placement

Or like the IndyCar coverage on Sky F1...... The commentators read out adverts for the advertisers during the middle of the race commentary

[rfisher]

Noticed no warning ad breaks in a programme I watched last week.

Not seen that before and I have to say, it was fecking annoying.

IMHO all ads are evil and should only exist on the ad channel.

You like ads, then you can watch them all day on the ad channel you 'tard.

[StevieBee]

RizzoTheRat said:

It made me wonder if the end is coming for TV channels that make thier revenue from adverts. Presumably advertisers do have some way of measuring the effectiveness of thier ads beyond just the number of people watching the show, has thier effectiveness dropped off?

(Full disclosure... I run an ad agency, albeit in a very specialised field)

It’s certainly changed and continues to evolve. For the moment, it remains a very effective means to deliver a marketing message. This is partly down to cost - TV advertising is (or can be) very cheap these days - and, thanks to satellite and digital technology, far more precise targeting - by which I mean at a per-household level. The latter point is what’s keeping TV advertising very much alive.

Traditionally TV advertising suffered a lot of wastage - that is people outside of your target audience seeing the ad. That didn’t matter too much as plenty of people in your target group did see it. Today, it’s possible to determine what ads a particular household sees, minimising wastage. You could have an entire street all watching the same things but each home sees different ads depending upon whatever info they provided when they signed up, browser history, demographics and others.

This means that a) if you do see an ad, there’s a high chance it might actually be for something that you might be interested in, and b) the broadcaster can sell the same airtime to any number of different advertisers, thus bringing the cost down and making it more affordable to more businesses.

It does work. The last campaign I ran targeted 20 - 40 year olds in South West London - a public information campaign on waste minimisation. We were running the social media for the same campaign. I knew when an ad ran because the analytics on the social media went off the chart for about 5 to 10 minutes. The impact was a reduction in waste sent for disposal which ended up saving our client (a waste disposal authority) something like eight times what the campaign had cost. Like all campaigns, that success wasn’t attributable to any single media, more the collective benefit of them all but TV clearly had a big impact.

rfisher said:

IMHO all ads are evil and should only exist on the ad channel.

Views like this have been common for decades. Often spouted by the same people who would be pleased to see the end of the TV license and begrudge paying a subscription.

But the fact remains that it costs money to create TV content and put that content out for people to enjoy. That money has to come from somewhere. At the moment, the economics of a subscription model (i.e. Netflix) only really stacks up at an international level. That’s likely to change in the future but for the time being, it’s either Netflix and similar, the TV licence or having to put up with someone trying to flog you something.

[RizzoTheRat]

Interesting stuff cheers. Do you get info back on how many TV's it went to?

[Jamescrs]

I see no advertising on TV anymore, I havn't for over 12 months, the reason being all my tv now comes throguh Netflix, Amazon Prime, Disney Plus (mainly the kids) or Youtube for which I pay premium as I also use their music streaming service.

As a result no adverts at all.

The thing is when i'm at someone else's house, or occasionally in the gym I see adverts on the TV's and find it strange now.

[jimmytheone]

StevieBee said:

(Full disclosure... I run an ad agency, albeit in a very specialised field)
Today, it’s possible to determine what ads a particular household sees, minimising wastage. You could have an entire street all watching the same things but each home sees different ads depending upon whatever info they provided when they signed up, browser history, demographics and others.

Wait, what?!
Are you saying that people all watching, i dunno Emmerdale for example, see different ads despite watching the same channel?

[bloomen]

I adblock Youtube. All of my watching is download, stream or disc rip. I never bother with C4 or ITV streaming.

I've probably seen about 10-20 ads in the last decade. They're v quaint when they do slip through.

I tried 20 minutes of US TV last time I was there and the level of interruption was beyond intolerable. I don't understand how anyone can take it.

[StevieBee]

jimmytheone said:

StevieBee said:

(Full disclosure... I run an ad agency, albeit in a very specialised field)
Today, it’s possible to determine what ads a particular household sees, minimising wastage. You could have an entire street all watching the same things but each home sees different ads depending upon whatever info they provided when they signed up, browser history, demographics and others.

Wait, what?!
Are you saying that people all watching, i dunno Emmerdale for example, see different ads despite watching the same channel?

Essentially, yes. Though might not be 'everybody'

Assuming you watch your TV via Satellite / Digital the ads you see are determined by your demographic profile the platform has established represents you. This is drawn from a combination of what info you gave them when you signed up, the average demographic of your postcode area, what you watch and what you look at online (if you get you broadband for Sky, Virgin, etc..).

So if you're a 30 year old single bloke, you will likely see a different set of ads to your 70 year old neighbours which will be different to those seen by the recently moved in, recently divorced 50 year old lady down the road.

[SpeedBash]

As mentioned by some others, tend to predominately watch recorded stuff so ad's can be ffwd.

However, when you can't, you can be rewarded by a decent ad like the recent IKEA one.

[Brooksay]

On the rare occasions I watch live telly, on a commercial channel, I'll pause it for 10 mins whilst making tea, packing my bag for work, feeding the dog etc. Just so I can scoot through at least 2 ad breaks.
TV, radio, print media, Google, street furniture.. It's everywhere. I genuinely can't stand ads anymore.

[jimmytheone]

StevieBee said:

jimmytheone said:

StevieBee said:

(Full disclosure... I run an ad agency, albeit in a very specialised field)
Today, it’s possible to determine what ads a particular household sees, minimising wastage. You could have an entire street all watching the same things but each home sees different ads depending upon whatever info they provided when they signed up, browser history, demographics and others.

Wait, what?!
Are you saying that people all watching, i dunno Emmerdale for example, see different ads despite watching the same channel?

Essentially, yes. Though might not be 'everybody'

Assuming you watch your TV via Satellite / Digital the ads you see are determined by your demographic profile the platform has established represents you. This is drawn from a combination of what info you gave them when you signed up, the average demographic of your postcode area, what you watch and what you look at online (if you get you broadband for Sky, Virgin, etc..).

So if you're a 30 year old single bloke, you will likely see a different set of ads to your 70 year old neighbours which will be different to those seen by the recently moved in, recently divorced 50 year old lady down the road.

mind = blown !
Clearly my browser history will influence what i see on YT/google/FB, etc but i had no idea TV ads/broadcasters were that sophisticated.

[super7]

SpeedBash said:

As mentioned by some others, tend to predominately watch recorded stuff so ad's can be ffwd.

However, when you can't, you can be rewarded by a decent ad like the recent IKEA one.

I want IKEA to sell the Bears....... they are great

[super7]

jimmytheone said:

StevieBee said:

jimmytheone said:

StevieBee said:

(Full disclosure... I run an ad agency, albeit in a very specialised field)
Today, it’s possible to determine what ads a particular household sees, minimising wastage. You could have an entire street all watching the same things but each home sees different ads depending upon whatever info they provided when they signed up, browser history, demographics and others.

Wait, what?!
Are you saying that people all watching, i dunno Emmerdale for example, see different ads despite watching the same channel?

Essentially, yes. Though might not be 'everybody'

Assuming you watch your TV via Satellite / Digital the ads you see are determined by your demographic profile the platform has established represents you. This is drawn from a combination of what info you gave them when you signed up, the average demographic of your postcode area, what you watch and what you look at online (if you get you broadband for Sky, Virgin, etc..).

So if you're a 30 year old single bloke, you will likely see a different set of ads to your 70 year old neighbours which will be different to those seen by the recently moved in, recently divorced 50 year old lady down the road.

mind = blown !
Clearly my browser history will influence what i see on YT/google/FB, etc but i had no idea TV ads/broadcasters were that sophisticated.

st..... this must be why I constantly get bombarded with ads for Sex toys and over 50's funeral plans!!!!

[StevieBee]

jimmytheone said:

StevieBee said:

jimmytheone said:

StevieBee said:

(Full disclosure... I run an ad agency, albeit in a very specialised field)
Today, it’s possible to determine what ads a particular household sees, minimising wastage. You could have an entire street all watching the same things but each home sees different ads depending upon whatever info they provided when they signed up, browser history, demographics and others.

Wait, what?!
Are you saying that people all watching, i dunno Emmerdale for example, see different ads despite watching the same channel?

Essentially, yes. Though might not be 'everybody'

Assuming you watch your TV via Satellite / Digital the ads you see are determined by your demographic profile the platform has established represents you. This is drawn from a combination of what info you gave them when you signed up, the average demographic of your postcode area, what you watch and what you look at online (if you get you broadband for Sky, Virgin, etc..).

So if you're a 30 year old single bloke, you will likely see a different set of ads to your 70 year old neighbours which will be different to those seen by the recently moved in, recently divorced 50 year old lady down the road.

mind = blown !
Clearly my browser history will influence what i see on YT/google/FB, etc but i had no idea TV ads/broadcasters were that sophisticated.

It's not that sophisticated. More a clever way of using data.

Modern TV delivery is more akin to web than traditional UHF broadcasting.

Back in the day, the only thing that enabled any targeting was the location of the transmitter, but this was always hit or miss. Living in Brentwood in the late 80s, we'd mainly get London stations but often, we might get Anglia and sometimes Meridian.

With digital / satellite broadcast, the broadcaster knows exactly who and where their viewers are. Plus, the sort of people they are in terms what they like, lifestyle and so on.

The ads that will appear on your telly today are already sat on the drive of your Sky box or whatever. They were downloaded last night. If ever you've got up at 3.30am and tried to switch Sky on, you'll likely have found that the box doesn't respond. This is because it's receiving ads.

It's also possible to create ads exclusively for individual viewers. So you could have an ad appear for Cadbury's Chocolate that starts with; "Hey, Jimmy the One, you deserve a bar of Cadbury's Chocolate. So go on Jimmy - go and get one!". They only reason they don't do this is that it's quite expensive to set up and there's certain issues around GDPR.

[Pinkie15]

super7 said:

SpeedBash said:

As mentioned by some others, tend to predominately watch recorded stuff so ad's can be ffwd.

However, when you can't, you can be rewarded by a decent ad like the recent IKEA one.

I want IKEA to sell the Bears....... they are great

Me too, but only if they are like the ones in the ad.

They're a bit like Arnie in T2, kids entertainment & home security.

[droopsnoot]

super7 said:

I want IKEA to sell the Bears....... they are great

I sort-of want the Lion suit from an earlier Ikea advert, but I suspect it wouldn't fit me very well.