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    Food for thought

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    July 03, 2007

    Comments

    Paul

    Hi Gareth, we meet once in NY - I used to work for Hall and Partners and have just left to start a company.

    Love your blog. Just started one myself and commented on your post but have some technical barriers to trackbacks to overcome.

    Thought I would just leave the comment here. Not too sure I agree with the idea of optimizing ads for fast-forwarding - seems to fly in the face of the intent of the consumer in this regard. I don't know what the solution is, but I'm pretty sure this isn't it.

    And I agree with your reservations about the methodology - I loved the last quote in the article about not wanting to pay per drop of perspiration.

    Paul

    gareth

    Hi Paul - I do remember you and good luck with the company.
    I agree - it's not about optimizing for FF, but what can/could we do to make ads interesting when at FF, or to make you want to stop (the mazda ad by hcl ad in the 90s when VCRs were on the rise is a good example). keep in touch

    Paul

    Thanks Gareth.

    I just looked up that mazda ad, definitely a good example. It's surprising that similar ads haven't surfaced in the DVR era (maybe they have).

    I guess another technique could be to have the product in the same place in every frame - so FF the ad keeps the product still, but the scenes around it change - could have a bit of fun with that.

    Although I think the better solution is probably a technical one - digitally delivered ads that somehow change when FF - display information, or a message, etc.

    Trying to actually place a value on no-FF optimized ads, as NBC looks like it is trying to do, I don't think is going to get a lot of traction though.

    neilperkin

    Hi Gareth. Love your blog but surely this is the wrong question. Rather than trying to understand how we can make ads which can engage better when fast forwarded ridiculously fast, shouldn't we be trying to understand how to make ads which engage enough to stop people feeling the need to fast forward them in the first place. Failing that, perhaps we should be focusing on understanding how to better use media which cannot be fast forwarded.

    gareth

    totally agree with you. my point is how do we make stuff that you want to watch, stop fast forwarding though. the hhcl mazda example is a good one i think

    Daniel Sitter, Idea Seller

    The article and rationale make a great deal of sense Gareth, when you remember that the mind can process and comprehend information far faster than we can verbalize it.
    Regardless of the speed (I imagine there is a limit), our senses continue to register and track data as if at normal speed.

    We do have an amazing computer on our shoulders! I don't know if we'll be exposed to hyper-speed (and subliminal)commercials anytime soon, but it seems reasonable to expect marketers to have their content optimized for visual recognition at the highest playback speed.

    Tricky devils, those advertisers!

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