We already know that users are harder and harder to market to, we all know they’re in charge. This article demonstrates how TV users are bypassing commercials and how a natural response is sponsorship and product placement, sponosorship and infusion.
“So far, the most frequent experiment is to insert original content into commercial breaks. The CW network pioneered “content wraps” last year where, in one example, a hair care company ditched the typical ad to present beauty tips and interviews with the network’s stars, all involving the company’s products.”
“TNT aired a five-episode mini-drama about a young woman, with viewers directed to a Web site — plastered with the sponsoring credit card company’s ads — for the finale. Fox created an animated taxi driver, Oleg, who would appear during breaks talking to his passengers.
“Next month Court TV offers a mystery about an unsolved murder with clues dropped in commercial breaks, online and via text messages; the game’s winner gets $25,000. Fans of NBC’s “Scrubs” were asked trivia questions at the beginning of a commercial break, the answer appearing in between ads.”
Of course, let’s not forget the sponsorship model, where a creator of media is perfectly paired and matched with a sponsor that would make the community happy. Of course, full transparency is required. This is nothing new, PBS has had it’s shows underwritten by sponsors for decades.
Why are all these methods being tried?
“A commercial has to be like a DVD extra,” he said. “It has to be an added value, not an inconvenience.”