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Hands up those of you who fast forward through TV ad breaks on their DVR? Yeah, me too. It’s a growing challenge to the TV advertising model as the sales of DVRs continue to rise. Digitas broached this subject today in their seminar at Cannes Lions 2010, pitting brand interruption advertising against brand integration advertising.
However, the TV spot is still held in high regard and counts for a large part of advertiser budgets. The panel, which included rap artist and actor Common, were pretty much of the opinion that integrated advertising will continue to play a more prominent part in movies and TV shows. Integrated adverting often takes the form of product placement, something that can be built up around the narrative or simply have presence on screen. This is of growing importance to advertisers as the EU relaxes its rules around product placement.
The panellists were joined on stage by Nick Cannon, host of America’s Got Talent, to decide if interruption was considered more effective than integrated advertising. As expected, consensus was reached that both hold merit, but that interruption advertising needs to evolve and possibly become more aligned to the TV content it appears with. TV spots continue to be extremely sought after during major sports event and very often become something that viewers look forward to seeing. What we can all agree on is that TV brand advertising will continue to be knitted into TV and movie narratives. Whether it is considered interruptive or integrated may well depend on how the message lands with the viewing audience.
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