Panel: Consumers Trail Speeding TV Technology

Share this content:

CHICAGO -- The recurring theme of a July 25 panel at ad:tech Chicago was that the television industry is ahead of the consumer in both interest and capability.

Technologies discussed were on-demand services, digital television, Internet video, DVR and commercial skipping.

"Our research has shown that consumers don't initially want to spend their money on products like DVR, but once they do, they love it," said Peter Storck, president of Points North Group.

Mr. Storck said that fast forwarding through ads was the feature used most by consumers. Both paid and free on-demand subscriptions are catching on, he said.

However, handheld video capability and interest are still at the low end of the spectrum. Consumers think the screen is too small, the price is too high and the available content is not worth the purchase.

Video across multiple viewpoints also is an emerging issue with the worlds of PC Internet, mobile services and CE Broadcasting converging and overlapping.

"Consumers are clearly pushing as hard as they can, whether legally or illegally," said Tim Hanlon, senior vice president of Denuo. "They don't want to be told by the industry that there are barriers that have to be broken, but the more choice you give them doesn't necessarily translate into nirvana, either."

Mr. Hanlon said that guidance and navigation are important for the industry to focus on. Nothing will be seen if consumers are not directed to it.

Audiences are most interested in ad messages if they are relevant to the content they are already watching, it was noted.

Older audiences are more likely to watch ads. When using their TiVos, 73 percent of the audience watched the ads shown during "60 Minutes" while only 38 percent viewed ads while watching "The Simpsons."

"The future is about seeing less of more," Mr. Hanlon said. "So as an industry we have to be prepared for that."

close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above