06 March 2013
I noticed recently that pretty much the only adverts I ever see
on television these days are those awful betting ones in between
the football matches that my husband forces me to watch. (Ray
Winstone constantly telling me the 'bet in-play odds' is starting
to get really annoying, and don't get me started on that Italian
guy from the Ladbrokes
I don't watch these adverts out of choice but because football
is always watched live (in our house anyway) it means we can't
fast-forward through the ads like we usually do. Like
50% of UK households we own a digital video recorder and it
means that we hardly ever watch live TV anymore. We have even been
known to purposely put something on pause for 15 minutes at the
start of a programme just so we can skip the ad breaks.
According to Thinkbox, the
marketing body for TV advertising, a record more than 10 per cent
of TV programmes were viewed on a "time-shifted" basis last year,
taking into account both on-demand viewing (BBC iPlayer, 4oD, etc)
and digital recordings. The rise in services like LoveFilm and Netflix also mean that fewer
people are watching live television.
So, what does this mean for advertisers? As recorded content
continues to rise people will increasingly skip through television
adverts. One result of this is that we will start to see adverts
appear in our on-demand services - but will we be able to skip
these as well? Who knows?
Another possible outcome is that companies will start to rely
more heavily on other methods of reaching their target audience.
For example, online banner advertising, display or good
old-fashioned print. I also think this creates an opportunity for
companies to integrate alternative marketing strategies such as PR,
sponsorship deals, social media or direct mailer campaigns, as they
look for more creative, innovative ways to influence their
One thing's for certain, this is definitely not a trend
companies can ignore.
, Advertising | 1 comment
10 February 2012
Is it just me, or has DFS had a sale on for the
past 20 years? Every day one of their adverts forces its way onto
my TV, shouting at me to pay attention to the once in a lifetime
opportunity to buy the sofa of my dreams. And if the 'amazing sale
prices' don't tempt me, I'm shown the different ways I can casually
sit on a sofa with a glass of wine, flicking through magazines
whilst the man of my dreams is staring lovingly at
Sorry, I got carried away.
Seriously though, is this still working? Perhaps I'm being
cynical. I mean, we are all obsessed with deals and sales now,
perhaps DFS doesn't have a choice?
It's fair to say that the high street (thanks, in part, to the
internet) has transformed the way in which we shop. Loyalty is very
nearly a thing of the past. What we want now is convenience, speed
and, above all, a good price.
Checking my personal email account today for the first time
since last week, I was shocked by the amount of voucher emails I
appear to have signed up to. Like a moth to a flame, I see a shiny
new deal or special offer which asks me to commit an email address
which, to me, is a small price to pay in exchange for a 5* spa day,
That's right, I'm a self-confessed Groupon groupie. I've been
told the first step to recovery is acceptance.
But actually, I'm quite proud of the fact that I'm a savvy deal
hunter, always on the lookout for a better deal or attractive
offer. Of course, the lure of many of these sites is providing you
with you a bit of luxury at an unmissable 'deal' price. But
actually it's the everyday essentials I'm finding on sites like HotUKDeals and Voucher Codes which is
enabling me to really get the most out of my bargain hunting.
It does make me wonder, though, will we ever pay full price
again? Will the new sale prices that we are so often expecting to
see, and search for almost daily, become the new RRP?
The excitement of January sales; the once a year phenomenon that
traditionally saw the high street and department stores across the
country swarmed with shoppers who had especially saved up their
hard earned cash in order to treat themselves in the sales, has now
gone. Instead it's been replaced with the rush of seeing a deal pop
into the inbox, and the excitement of being able to share it with
friends, knowing they will love you forever for finding their
favourite perfume at a fraction of the price.
So perhaps it's no shame that we have become a nation of voucher
vultures. Maybe DFS has it right after all. A year long sale, upon
which you can always rely, might actually be putting DFS front of
mind when people think about leather or fabric, recliner or
*By soon, of course, I mean never.
Sale, Advertising, Deals | Leave comment
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