You can’t win over technology. However, yes, you can devise ways to make the best use of it and win over your target consumers.
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In a new study, Professors S. Adam Brasel and James Gips from Boston College presses on the fact that brand visibility can be increased by simply placing the advertisements in the center of the television screen. It’s especially applicable for those DVR users who fast forward the ads. But where majority of the users, around 70 per cent, don’t use DVRs, the idea might not be able to reap benefits as expected. However, even if we consider this chunk of users, it’s a good idea. Brand positioning matters. Images, including logos of a brand, doesn’t matter if they are skipped at a fast pace, have a considerable amount of impact on the viewers. Therefore, all those who thought that DVR would ultimately kill TV advertising, need to think again.
Nevertheless, in order the break the jinx, which is reflected in the contemporary advertising campaigns to some extent, admans have to dilute the line dividing entertainment and advertising. What if tomorrow a machine that can actually sense the timeframe of an ad and skips it altogether, without any need of fast-forwarding, crops up? No brand positioning strategy would work here.
Via: AdFreak
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