The Future of Advertising is Not Coming After the Break – Walter Sabo

Brand CEOs often make bold speeches about the need for ad agencies to find new approaches for delivering messages to their consumers Then it never happens The reason it never happens is that the entire ad agency economic model is built on the agency creating and buying spots As long as the 30second spot is the gold standard for ad agency profits not much will changeDigital spots are called banners prerolls pop ups and other nuisances that the public does not want This delivery method fits nicely within the 30second TV spot model and is manageable for an agency Often the TV 30 is the online 30 so it is appealingly efficientBut none of these approaches is going to continue to work at moving product as brands demand ROI proof for new advertising tactics It39s been a long time since they applied ROI strict standards to TV spotsThey know what happens to online banners a point 2 click through rate Pop ups and prerolls give viewers a heads up on when they can make it stop quotClick here to make this ad stop in 4 3 amp8230 2 seconds amp8230quotRadio continues to offer spots in long commercial breaks often 8 or more at a time Cable networks are worse some of their commercial clusters have 15 units in one cluster The middle zone of cluster spots has been proven to be far less effective and therefore have less value than the first and last spots All of them are skipped by viewers when watching shows on DVRsThe future of advertising cannot be spots The viewerlistener is obviously skippingignoring present advertising techniques and getting back to the show Brand messages have to be placed within the showOnline video web stars are performers who post videos on sites like Vimeo and Metacafe Their videos consistently garner about 1 million views Our company Hitviews was the first to place brands and messages within those videos as covered here by Jack Myers I39m not talking popups and prerolls but brands as part of the show or ItS amp8211 In the ShowOne of the important discoveries about ItS advertising is that the viewers like it They appreciate that abrand supports one of their favorite online starsMany brands have become part of the show on TV such as Snapple on NBC39s quotAmerica39s Got Talentquot But it39s not just the cup on the table Snapple sponsors contests and promotions and is an integral part of the show A positive part of the show flow not an interruptionIn the future TV and radio stations will have no spotsAs revenue flows into ItS spot revenue will decline A premium will be placed on In the Show slots Ultimately TV and radio will earn more from ItS than from spots because they will be more effective they cannot be skipped and they are part of the entertainment quotientFor example NBC39s quotHollywood Game Nightquot features ItS advertising that is active and seamless Sometimes actual products are the answers to quiz questionsThe challenge for radio is that product placement needs to demonstrate proof of broadcast and invoicing On TV and in film there is optical software that identifies when the product is on screen for how long andhow much of the product is shown full label half label etc Radio needs voice recognition software that will quothearquot every time a product is mentioned and then generate an automatic invoice Yes Sabo Media is working on thatThe public has already entered the future of advertising They skip the spot cluster on TV and punch the button on the radio In the Show advertising is the future that worksWalter Sabo is the Chairman of Sabo Media a company that offers executiveondemand services He has worked onsite to build out new digital content platforms such as SiriusXM His team was the first to discover the marketing clout of web stars Internet organic video producers They founded OMMA award winning HITVIEWS The company placed brands such as CBS TiVo and Mountain Dew inside UGC In FM broadcasting he is a leader in the profitable sector of FM Talk and held executive positions at NBC and ABC Radio He can be reached at waltersabomediacomRead all Walter39s MediaBizBloggers commentaries at Sabo StrategiesCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

The Future of Advertising is Not Coming After the Break – Walter Sabo

Author

Publish date

Channel

Walter Sabo

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

The Future of Advertising is Not Coming After the Break – Walter Sabo

Enjoying This Commentary? There's More to Love

Walter Sabo

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

The payment was successful

Cookies