Technology is constantly advancing, and that means advertisers are getting more creative. Three new tactics you may (or may not) have noticed:
1. Volume control banner
A few weeks back I was watching TV and grabbed the remote to lower the volume. Just beneath the on-screen volume bar, a banner for a certain company’s chicken nuggets appeared. At first glance I thought it was possibly a bug that had been running along the bottom of the screen, and it was a coincidence that it appeared to be connected to the volume bar. Further extensive research (I pushed the volume button up and down a few times) proved that it was actually a banner that appeared only when the remote was used to change the volume. The cable company is now selling ad space under the volume control, which is highly amusing to me.
2. On-screen ads during TV programming
Last fall, I started noticing more usage of advertising during programming. For example, a spot appeared during a college football game. The game image minimized slightly, and on the right and bottom of the screen a sponsorship message appeared. The image stayed for five seconds or so and then the game expanded back to the full screen again. For years networks have been running ads along the bottom of the screen during programming, but those have usually featured a brief plug for another show the network is pushing. The space and messaging being offered to third-party advertisers mid-show is a newer concept and becoming more prevalent.
3. In-stream video/audio advertising
This one isn’t brand new, but it’s certainly becoming more frequent. Many websites or apps now feature some form of in-stream advertising, and many of these placements didn’t exist just a few years ago. Think Youtube, Pandora, or any app that used to be ad-free and no longer is. (I’m now on the lookout for “Angry Birds sponsored by”). Back in the good ol’ days of 2011, I used one of the aforementioned sites/apps and was never interrupted by any messaging. Advertisers have, of course, realized the huge branding potential and thus utilized the space wisely.
Ad placements will continue to evolve with changes in user habits. The first two examples above are an obvious result of the increased usage of DVRs, and the related ability to skip through commercials. The third is a broader issue, and relates to a massive shift to mobile devices and new forms of online media consumption. The effectiveness of each particular form of advertising will always be debated. All I know is that any time I change the volume on my TV these days, I suddenly crave chicken nuggets.