With reference to Matthew Patten’s article on the TiVo ad zapper (MW October 5) there is a way to hit back at the zapper.And that is by virtual advertising.
Virtual advertising is now part of the advertising mix in live programming,post production and technical enhancement in the US. With the wide choice of live sports broadcasts remote control zapping has become the advertisers real enemy.
Sooner rather than later they will be seeking a greater return for their investment and “get into the game”. For the broadcaster new sources of revenue can not be turned away.
Recent broadcasts in the US and South Africa have shown how effective virtual advertising can be without compromising the editorial control of the programme.As a result the Independent Television Commission should be able to relax it’s regulations. When that happens sponsorship agencies will not get it all their own way when TiVo comes along.
Salmon Trueman Marketing