Field Notes Inside an Integrated Communications Agency

With the constant articles and talk of DVR’s and video online, the question remains.  Are consumers seeing my ads?  
 
Television reps are quick to point out the impact Satellite Radio is having on local radio formats.  My response is always the same. “How is that different from the effects of DVR’s?” I’m always surprised at their reaction – as if they didn’t expect me to ask.
 
Networks are expanding their viewership by offering full episodes online.  How is this affecting their share on TV? Isn’t it safe to assume that people are just watching more TV?
 
No matter how you slice it, people still love TV. While primetime has always been ‘appointment television’, and still very much is - viewers now have the flexibility to watch what they want and when they want.   Buyers are understanding that consumers are getting their TV ‘fix’ from many angles.  We need to also understand that it is equally important reach them from just as many angles.
 
A banner ad online may not offer the same emotional affect that a 30 second television spot does, but it offers interaction with the viewer.  The viewer may be more engaged while watching an episode of Heroes online, than he would have been by watching it at its regular time on TV.
 
People are still watching TV and online video exposure is only going to continue to grow.  I don’t think that the segmentation of consumer behavior should be thought as a negative hurdle for buyers. If anything, it gives us more ways to reach them. Referencing article form Joe Mandese at Mediapost.