Adverts you don’t fast forward through
I’ve been saying for some time now that advertisers and technology companies will catch up with our DVR/Sky+ world and create adverts that we don’t fast forward through. Well it looks like ITV are ready to give it a go, working with Keystream from California initially with ITV Local on the broadband website but surely with the intention of moving it to TV. This story is likely to take a few twists and turns but it does feel inevitable that the broadcasters who’ve depended for their success on pulling in the advertising money will look to swing the balance back their way and remove some of that power from the fingertips of the viewer.
Watch this space could turn out to be a very apt phrase in this case…
Categories: digital strategy, future of TV
