As a ‘traditional’ television advertiser, faced with…
- Media fragmentation.
- Ad zapping technology.
…you’d think that a logical response would be to…
- Explore alternative marketing communication models.
- Make ads that people actually want to watch.
Well I tell you now, the latter of these two options just ain’t happening. Not based on the evidence of a rare evening of ITV viewing anyway.
There was a time when an average commercial with an average spend behind it would have a decent positive effect. Those days are going, going, if not already gone. ‘Safe’ ads are a much bigger risk than they used to be. So why are so many advertisers still churning out the same old bland, lazy, forgetable rubbish? It beggars belief.