Welcome to the KPC blog! Here you’ll find fresh commentary on all things marketing and research, from historical anecdotes on marketing and research to the latest in advertising today. If it strikes our fancy, we’ll be blogging.

Next-Gen Ads?

Nielsen is about to debut ratings that take DVR into account - that tally how many people watch a show, regardless of what time they watch it. This seems like a natural outgrowth of technology and, really, something that had to happen sooner or later. It's only fair.

It's also only fair that they are also going to start taking into account how many people actually watch commercials. My guess is that number is very very low among people who watch recorded shows. Judging from my research sample of one household, I'd guess that the only time commercials are watched is when people forget that they're watching a recorded show. And even then, they usually remember about 30 seconds into the first commercial break.

The other day, Cooper and I watched six or seven episodes of Anthony Bourdain shows (half A Cook's Tour and half No Reservations). And no commercials. But as we fast-forwarded through the commercials, I realized that I still paid attention to what was happening on the screen. In fact, I was paying closer attention than I normally would, because I didn't want to fast-forward past the start of the show. I wasn't ignoring the commercials - I was just watching a speedier, muter version of them.

Which brings me to this conclusion: marketers don't need to completely freak out about the increasing accessibility of DVR. Don't get me wrong, they should be doing some freaking out. Just not too much. TV ads still have some potential, even in a world where no one listens.

But this world requires a different type of TV spot - one that's cleaner, with a super-focused message, and one that relies on simple, consistent visuals that will be clear through the fast-forward.

On the flip side, I think story-based ads still have some potential, too, as long as they generate some buzz before they debut (and, of course, the internet is fabulous for that.) If people are interested in enough, they will watch an ad by choice. And they'll be interested enough if all their friends are quoting one particular ad.

Over the past few years, so many "death knells" have been sounded for traditional advertising. And if advertisers and agencies don't adapt their stories to fit consumers' new, technology-enhanced behaviors, we will see the demise of the ad agency and of decent TV ads in general. But I, for one, will be a little sad if that happens.

New Venture

It doesn't have a whole lot to do with marketing or research...but I have started a new food blog. It's sort of all over the place - I write about things I cook, things I eat, trips I take, and whatever else about food. Much waxing of the philosophical on the role food plays in my life. So theoretically, marketing could make an appearance.
Permalink - 12/5/2005

Truth in Advertising

I'm loving the new Zales commercial. It shows a nervous guy on his way to propose to his girlfriend. Not exactly racy fare for a holiday jewelry store spot, but the soundtrack makes the ad: it's "Under Pressure" by David Bowie and Queen.

At least one blogger thinks that it's not enough - that Zales is such an uncool brand that no amount of hot Bowieness will elevate it from the ranks of cheesy mall jewelry stores. He might be right, but I must give credit where credit is due: this ad is way better than anything that involves "every kiss begins with...." It's nice to see a little differentiation in a market that makes men think women actually want cheap diamond teddy bear necklaces.

Besides, mall jewelry stores exist for a reason. They have a lot of customers. Zales is probably not trying to convert those who would never consider shopping for diamonds at the mall. It's probably just trying to poach a few clueless guys from whatever store is down the hall. I, for one, hope it works.