Steve Outing writes at Poynter about how advertising is starting to disappear from homes which can afford PVRs and commercial subscription services:
But I wonder if there will be another near- to medium-term effect, because DVRs and satellite-radio subscriptions are still luxury items not as likely to be purchased by lower-income families (because of the additional monthly subscription fees). Will conventional broadcast advertising shift — to more commercials for Wal-Mart and fewer for tony stores, more for inexpensive cars and fewer for Mercedes — because fewer middle- and upper-income consumers are being reached?
To me, the problem with advertising has always been explaining the contract between the advertisers, the publisher and the consumer. People understand banner ads or outside posters because they can predict them and understand their grammar; increasingly, they can’t predict TV advertising, and they could never predict pop-ups. So those forms are more disruptive. But advertisers are in a race to disrupt users more and more, so what we’re seeing is a positive feedback loop: users become more annoyed by disruption and thus seek more innovative ways of avoiding it, and advertisers respond by trying to become even more disruptive.
What’s needed is a more creative approach to advertising, one which combines personalisation, sponsorship, “just-in-time” retail and interesting branding experiences. Easy to say. But is it even possible?