Thursday, 13 September 2007

Effectiveness changes

Most people with PVRs (personal video recorders such as Tivo in the US and Sky+ in the UK) use them to fast forward through adverts between programmes. This clearly bothers advertisers and agencies. Now a survey has shown that the adverts least likely to be bypassed are (not surprisingly) short, direct ones - not 'lifestyle' adverts where it takes 2 minutes to work out what is being advertised.

It reminds me of a 'restaurant' I was passing on my first ever visit to New York. It was called "Eat Here Now!". I did. Sometimes short and sweet is very effective.

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