Failing to conquer mounting fastness

London 2012: While in East London the Olympics are in full flood, a darker side of life in the capital stays hidden from the world’s press. Just a few miles away from the celebrations, the streets of Soho, Camden and Shoreditch are littered with former advertising agency staff begging tourists for â¬20 for a cup of decaffeinated caramel macchiato with cinnamon sprinkles or trying to sell space in the classified section of The Big Issue.

“Damn those PVRs”, cries a tousled-haired tramp resembling Trevor Beattie circa 2005, “everything was going just fine before those blasted PVRs.”

It’s a nightmarish vision, but several industry observers predict that PVRs could bring about the end of the advertising world as we know it. However, doubts have been cast over this apocalyptic view of television advertising’s future by research company Duckfoot. It has used cognitive science, to discover that even when they are viewed at 30 times their normal speed, ads can have a positive effect on viewers. This means that watching a 30-second ad condensed into one second can “lead to a growth in the ad’s emotional evaluation”.

So there you have it. The advertising world isn’t doomed, it’s just going to be downsized to a 30th of its current size. Now isn’t that a comforting thought?

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here