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The news that a consortium of cable companies would end years of work on interactive television advertising came as little surprise to Madison Avenue. The consortium, known as Canoe Ventures, was formed four years ago by six cable powerhouses, including Cablevision Systems, Comcast and Time Warner Cable. The decision was not unexpected because there had been little to show from the efforts by Canoe Ventures concerning interactive ads. Advertisers decided that the logistics involved in using the interactive ad product that Canoe produced — centered on viewers pushing buttons on remote control devices to request information — were too complicated. Canoe will lay off 120 of its 150 employees, close its office in New York and dismiss senior managers who include the chief executive, Kathy Timko. The remaining Canoe employees will work from an office in Denver and focus their efforts on creating a national platform for ads to run on video-on-demand TV systems. Given that there's not usually a whole lot of eye candy at the gas station as, say, there is on the sidewalks of New York during a hot summer day, the launch of Gas Station TV, currently testing in Dallas, sounds like a really great idea.
So, in relieving the maddeningly tedious practice of pumping your own gas, Gas Station TV has installed 100 TV's on Murphy Oil pumps in Dallas and will expand to Houston and Atlanta in the fall. This is one venue cigarette ads should be allowed to play…to prove it’s effectiveness the viewer will immediately desire to light up. For every business that becomes a local TV mainstay, there are 100 more that sink out of sight after their brief brush with TV’s allure. Reach and frequency are as important for local businesses advertising on TV as they are for McDonalds and Ford.
TV is ideally suited to selling a product or service that can be replicated quickly and indefinitely. A business like a restaurant with multiple locations in the same viewing area will always do better with TV than a single location.
Regardless of your product or service sector, if you decide to take the plunge into TV advertising, make sure you have the resources to stay with it for at least three and preferably six months. The past few years have brought sweeping transformation to television—a trend that will only accelerate in the coming decade. While we do not believe that all future distribution will be through on-demand unicast technologies, consumers will not think about “channels” as the means of accessing programming. Ads will be delivered to on-demand viewers in real time or prepositioned on their PVRs, driving the need for addressable ads. Measures and reporting will increasingly need to reflect actual viewing of the ads, as well as brand engagement and impact. As product placement continues to play a greater role, campaign design and development activities will need to become even more closely integrated with show development. Ad personalization will take many different forms, leading to greater user involvement.  Brands will increasingly partner with new types of apps associated with popular TV and movie characters.
This transformation will require dramatic changes in the entire advertising ecosystem—from creative development, ad buying, and show production, to ad and show delivery mechanisms and device capabilities.


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The news that it would narrow its work considerably by ending its interactive TV ad operations was reported on Wednesday by the trade publication Multichannel News. And while the interactive ad option was available in more than 25 million homes — no doubt, a large number — that total was considered too small for advertisers seeking maximum reach to sell mass-market brands. She followed the founding chief executive, David Verklin; his departure last July was deemed another sign that Canoe was facing daunting challenges. After all, for the 3-5 minutes it takes to pump your tank full of gas, there's not a whole lot to do other than watch the numbers roll on the pump or marvel at just how far over the belt line the stomach of the guy in the car next to you hangs as he waddles back from the convenient mart with yet another bag of twinkies and a 64 once bottle of sugar and chemicals. From personal experience, it is really effective and obviously others think so too, as it is being rolled out nationally. Is there any way to predict whether your business product or service is a good fit for TV advertising? Cable is cheaper than broadcast but in order to cover the tri-county area you want to reach, you may have to buy multiple zones of Cable and that can get expensive. If you sell 25 cars in a month but have the capacity to move 40, TV advertising can help you hit those marks, and it’s especially good for high ticket, high margin items. TV can be just the thing for a local fast food favorite with six locations, but again, how many burgers would you have to sell from one location to pay for the same TV budget? If TV advertising suddenly brought you six new clients a day, could you handle the increase?
Repetition is the key to most successful advertising and you are almost certain to see more response to your commercial each month it stays on the air. Following up on a 2011 study on the future of television, Cisco’s Internet Business Solutions Group (IBSG) recently examined the ways disruptive technology and user behavior trends are impacting TV advertising. Adoption of video on demand, Intelligent Programming Guides and personal video recorders (PVRs) is shifting viewing from linear broadcasts on a TV screen to a multiscreen, multi-device, multi-modal, on-my-schedule, user-controlled experience.
Ad buying will increasingly include purchases of specific audience segments across shows, requiring new capabilities for ad delivery and insertion, as well as yield management through analytics. Branded entertainment, where content is funded by companies seeking to advertise their product, will flourish and the lines between entertainment and infomercials will further blur (e.g.
This personalization will manifest itself in different advertising spots appearing for different users, and in tailored product placement. We will see new forms of marketing where apps currently positioned as extensions to the storyline will provide in-context advice from the show’s characters. Tactile feedback technology (haptics), smell, and even taste will be used in TV advertising, supplied through “new remotes” (e.g. The possibilities are thought-provoking and hold the promise of dramatically transforming the TV advertising landscape and redefining the capabilities required to succeed (as well as the players who will dominate).


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A year later, it brought out another, but never identified any marketers or agencies that were using it. And airing a spot three times a week is a waste of money unless all three are during the Game of the Week.
Selling 40 cars or diamond rings allows you to pay for your advertising and make a nice profit, but how many dinners would you have to sell to pay for the same advertising? Brands and networks will no longer be able to ensure that ads placed in specific episodes will have sufficient audience reach.
Not only will one viewer see a different car, in a different color, driven by the show hero—he or she will also hear a different dialogue and possibly see a different scene. For example, through augmented-reality technology on a mobile phone, an app-based representation of a judge from “America’s Next Top Model” will be able to assist in dress selection at a store. The content is provided for informational purposes only and is not meant to be an endorsement or representation by Cisco or any other party.
Similar to the video screens in elevators, gas pump video and advertising likely won't be seen as being intrusive such as pre-movie ads which are unsuccessful because people feel they've paid for the privilege of an ad-free experience. The last thing you want is to ruin a good reputation with existing clients by trying to satisfy more customers than you can handle. After a viewer has seen the same spot over and over, they will mentally tune it out before it begins. To avoid huge additional costs for advertising, creative development, detailed metadata and new rendering approaches will allow partial automated dynamic modifications of video based on the viewer’s segment. With the proliferation of 3D printers, we will be able to print a model of a new car, while haptic feedback will allow us to experience driving it on a mountain road. Cosmetic manufacturers will replace those scratch-and-sniff inserts with smell-generating technologies. By posting you agree to be solely responsible for the content of all information you contribute, link to, or otherwise upload to the Website and release Cisco from any liability related to your use of the Website. You also grant to Cisco a worldwide, perpetual, irrevocable, royalty-free and fully-paid, transferable (including rights to sublicense) right to exercise all copyright, publicity, and moral rights with respect to any original content you provide.



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