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March 18, 2003

If TV ads were clickable...

There's a piece over on Slashdot about how Proctor & Gamble has discovered that viewers' retention of commercial messages on TV, is the same whether they watch the ads at regular speed, or fast-forward through them with TiVo.

I'm not surprised at this. I've suspected for some time that the alleged "ineffectualness" of web-based advertising is not that the web stuff doesn't work, but that the conventional print and broadcast advertising isn't as effective as we thought. Or, more likely, they both work just fine, but we have handy metrics for the web stuff that makes it look weak. It seems likely to me that TV and magazine ads would have just as bad a click-thru rate.

Posted by jghiii at March 18, 2003 09:20 AM