An analysis of a future of marketing without television commercials

Here are some of the questions that you should answer in developing your distribution strategy: Where do your clients look for your service or product? What kind of stores do potential clients go to? Do they shop in a mall, in a regular brick and mortar store, in the supermarket, or online?

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But Not Too Much. Published on April 18, Thursday night at 9 p. But instead of an hourlong programming block interspersed with some 10 minutes of commercials for products you may never buy, you see a two-minute piece of content starring Kerry Washington as Olivia Pope.

The whole thing looks a lot like the TGIT drama, with Olivia wearing her metaphorical white hat and fixing yet another White House scandal, but she is doing all of it with the help of her Samsung Galaxy. Not so coincidentally, you are actually in the market for a new smartphone.

The rest of the show is commercial-free. This could be the future of TV. As more viewing takes place on ad-free platforms and marketers increase their spending on digital video, TV networks are being forced to rethink what has traditionally been an interruptive commercial experience.

Aside from reducing your chances for wine refills during commercial breaks, it sounds like a welcome model for consumers. And marketers in general are certainly eager to run more effective TV commercials.

We need to run two weeks of digital to get the reach of one day of broadcast. New ad opportunities and approaches could mitigate that. Sometimes you can get the best of both worlds.

Viacom, Turner and NBC Universal have several data products that offer varying degrees of targeting; Discovery Communications unveiled its own product last month; and Fox Networks Group recently formalized its data capabilities.

Despite what seems like the inexorable rise of data, though, neither buyers nor sellers want to turn TV completely into a precision play. One problem with audience targeting is the ad repetition that marketers risk when they "slice and dice it down to a finite target," said David Morris, chief revenue officer, CBS Interactive.

The more specific an audience they go after, the less they can advertise to them without hitting them over the head. But transacting on data at the outset remains nascent. Viacom will write about 33 deals that are non-Nielsen guaranteed during the upfronts, Mr.

Lucas predicted, up from about 11 last year. And bythat number should grow to about 66, he said. Turner is working with only a "handful" of clients that are setting guarantees on data other than Nielsen age and sex demographics, Mr. Morris said citing research.

And media buyers, who have long used their own data and that of their clients to better plan TV buys, are hesitant to share with networks at the risk of inflating prices on new and improved ad inventory.

Turner is bringing down the number of commercial minutes on TruTV and TNT, with a goal of about 10 minutes of ads per hour during certain shows. Viacom is reducing commercials in primetime to 14 minutes per hour from about Fox has been airing its hip-hop drama "Empire" with limited commercials since its inception and is looking at other programming and nights of the week to do something similar, said Toby Byrne, president-ad sales, Fox Networks Group.

All of this is being done partly in the hopes of luring people back to TV, partly to make a new case to advertisers. The ultimate endgame is to show intent to purchase. Commercials on broadcast networks made up On cable, they constituted Anticipating what will not happen in the future is just as important as attempting to predict what will happen.

Here then are five things the future will not bring. Andrew Jardine, Andrew Jardine was a lecturer in the Department of Marketing, University of Otago, New Zealand when this paper was written, but will be living in the US from June An ability to entertain using the best production technology and techniques means television will always be able to engage consumers with its commercials, but marketers should apply creative thinking across other media channels too.

Other media look enviously at the success of famous ads such as. Running head: CONTENT ANALYSIS OF GEICO’S COMMERCIAL ADVERTISING 1 CONTENT ANALYSIS OF GEICO’S COMMERCIAL ADVERTISING 11 added to as well.

A majority of studies about advertising and television commercials that were Happier Than” campaign as well as all of the television commercials within these campaigns. The Future of TV Advertising (For more on PVRs changing TV read about poor-man's video on demand.).

I had a Tivo, and like all other people who have one, or any other PVR (Personal Video Recorder or Hard-Disk Recorder), I love it and am bothered if I have to watch TV without it.I've switched to MythTV, which is better and provides automatic commercial elimination to boot.

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