How spots also reach fast-forwards
Hard disk recorders were previously considered poison for advertising because TV viewers can use them to fast-forward commercials. Now a study shows that users do retain some of the fast-forwarded advertising. Commercials can be optimized accordingly.
Until now, hard disk recorders have been considered poison for advertising because TV viewers can use them to fast-forward the commercials. NBC Universal is currently looking for ways to appeal to fast-forward viewers after all. According to a study conducted by the American media company, some of the fast-forwarded advertising still sticks with users. Even at six times the video speed, they remember commercials or parts of them, as Digitalfernsehen.de reports. This is because viewers concentrate on the screen when fast-forwarding so that they can stop in time when the desired program continues. As many as 25 percent of fast-forward viewers were still able to remember the advertisement the day after the program. The recall value was particularly high for already familiar commercials and those featuring popular figures or stars. This finding has consequences for the advertising industry: commercials can be prepared in such a way that they remain particularly well in the memory of those watching them. Simple sequences of action in the middle of the image are the most suitable, while text or sound fall out when fast-forwarding. The credit card company Visa, for example, ran a commercial last year in which the logo in the middle of the image was shown for a few seconds longer than normal at the end.
Media planning can also take the effects of hard disk recorders into account: As well-known commercials seem to be perceived more strongly when fast-forwarded, it is worthwhile focusing on the advertising environment during the broadcast of live events when launching a new clip. This is because most viewers will prefer the broadcast to the first broadcast - so they will also watch the commercials in full length. Commercials that are optimized for fast-forwarding are more likely to come into their own in the context of series. These are recorded particularly often.
Media planning can also take the effects of hard disk recorders into account: As well-known commercials seem to be perceived more strongly when fast-forwarded, it is worthwhile focusing on the advertising environment during the broadcast of live events when launching a new clip. This is because most viewers will prefer the broadcast to the first broadcast - so they will also watch the commercials in full length. Commercials that are optimized for fast-forwarding are more likely to come into their own in the context of series. These are recorded particularly often.
