3 ms·

The problem I have with this "dissection" is it starts with a concept that Apple has a perfect ad and everything that isn't like it is a flaw. For example, why

The problem I have with this "dissection" is it starts with a concept that Apple has a perfect ad and everything that isn't like it is a flaw. For example, why should the first frame make a strong brand play (after all, this assumes the audience is paying rapt attention from the get go, which I find rare for a TV setting)? Well, cause Apple does. Why do you have to focus on the product and not people? Cause Apple does. He makes some okay points and Apple does make excellent ads, but the author approaches everything in such absolutist views with no backup but his feelings.

tzs 16y ago
> For example, why should the first frame make a strong brand play (after all, this assumes the audience is paying rapt attention from the get go, which I find rare for a TV setting)? Because the first few frames are what I see while I'm reaching for the remote to start hitting the +30 second skip to get through the ad block and back to the show I'm trying to watch. The non-Apple tablet ads are for the most part all pretty much indistinguishable from car ads and razor ads in their first few seconds--they aren't going to stop me from hitting the skip button.
- Kylekramer 16y ago
  Ad skippers are a minuscule minority, and by definition the last people you are going to target.
  - Anechoic 16y ago
    >Ad skippers are a minuscule minority, and by definition the last people you are going to target. 86% of [UK] TV Viewers Skip Ads: http://www.lightreading.com/blog.asp?blog_sectionid=423&doc_id=196045&site=lr_cable http://www.lightreading.com/blog.asp?blog_sectionid=423&... "One study found that nearly 60 percent of male viewers skip commercials and an even greater percentage of female viewers, nearly 70 percent, do the same. http://books.google.com/books?id=wUB9cczGxiAC&lpg=PA380&ots=sVLaB6dUU9&dq=percentage%20tv%20viewers%20skip%20ads&pg=PA380#v=onepage&q&f=false http://books.google.com/books?id=wUB9cczGxiAC&lpg=PA380&...
    - Kylekramer 16y ago
      86% of viewers with DVRs (and as your second link says only a quarter of households have one) and that is only on timeshifted content which advertisers have already given up on. Making ads for people timeshifting content is like trying to advertise to people running ad blockers on their browser.
      - tzs 16y ago
        DVR households are going to tend to have higher income than non-DVR households, and so are more likely to be able to buy a $500-800 tablet, so you don't want to just write them off. You are right that if someone were to make ads aimed specifically at time shifters, it would probably be pointless. The Apple ads are not aimed specifically at time shifters. They are simply intelligently done in a way that makes them more likely to work with time shifters, without harming their appeal to others.

tzs 16y ago

> For example, why should the first frame make a strong brand play (after all, this assumes the audience is paying rapt attention from the get go, which I find rare for a TV setting)? Because the first few frames are what I see while I'm reaching for the remote to start hitting the +30 second skip to get through the ad block and back to the show I'm trying to watch. The non-Apple tablet ads are for the most part all pretty much indistinguishable from car ads and razor ads in their first few seconds--they aren't going to stop me from hitting the skip button.

Kylekramer 16y ago
Ad skippers are a minuscule minority, and by definition the last people you are going to target.
- Anechoic 16y ago
  >Ad skippers are a minuscule minority, and by definition the last people you are going to target. 86% of [UK] TV Viewers Skip Ads: http://www.lightreading.com/blog.asp?blog_sectionid=423&doc_id=196045&site=lr_cable http://www.lightreading.com/blog.asp?blog_sectionid=423&... "One study found that nearly 60 percent of male viewers skip commercials and an even greater percentage of female viewers, nearly 70 percent, do the same. http://books.google.com/books?id=wUB9cczGxiAC&lpg=PA380&ots=sVLaB6dUU9&dq=percentage%20tv%20viewers%20skip%20ads&pg=PA380#v=onepage&q&f=false http://books.google.com/books?id=wUB9cczGxiAC&lpg=PA380&...
  - Kylekramer 16y ago
    86% of viewers with DVRs (and as your second link says only a quarter of households have one) and that is only on timeshifted content which advertisers have already given up on. Making ads for people timeshifting content is like trying to advertise to people running ad blockers on their browser.
    - tzs 16y ago
      DVR households are going to tend to have higher income than non-DVR households, and so are more likely to be able to buy a $500-800 tablet, so you don't want to just write them off. You are right that if someone were to make ads aimed specifically at time shifters, it would probably be pointless. The Apple ads are not aimed specifically at time shifters. They are simply intelligently done in a way that makes them more likely to work with time shifters, without harming their appeal to others.