John Shannon’s article “Can digital lure top advertisers?” (MW July 10) made some interesting points.
Certainly digital TV could be good news for viewers – anyone who has been subjected to the irritating interruptions on American TV programmes will appreciate the British approach of viewer-conscious programming,
But digital could also prove to be good news for advertisers and brand managers, in that TV advertising will become more entertaining, and more programme spon- sorship will emerge. Well-targeted advertising will also mean better value for money for advertisers.
Digital TV offers the advertising and marketing industry either a huge threat or an enormous opportunity. With the emergence of up to 30 new channels, consumers may be presented with “choice overload”. This will have detrimental implications for advertisers which do not recognise the value of targeting. It will also offer brand managers enormous targeting facilities, ensuring that their product messages reach only those viewers who have expressed interest in their products.
If the technology is also programmed accordingly, the viewer could choose to accept advertising in a particular interest area. The advantage apply equally for advertisers and viewers/consumers, since ad budgets will reach those who have registered an interest in a specific product or service. True precision marketing.
FFwd Precision Marketing Haddenham