Web Commercials

It is funny; the more I hate to watch commercials on T.V.

, the more I find myself seeking to watch them online. Whenever I go to a website, I look for a button to click on that will bring up a video player that shows a visual aid about the business.

So why do people hate T.V. ads and actually like web commercials?

I personally think that it has to do with timing. When someone is watching T.V., they are relaxing and passively watching a show. On the other hand, when someone is on the Internet, they are actively searching for information. It is funny because T.V.'s argument for why it is better than Internet T.V. is because it offers passive entertainment. The line of thinking is that after a person gets home from a busy day of work, what is better than sitting in front of the boob tube and zoning out? I agree with that line of thinking and I was actually guilty of having the same mindset until I cancelled my cable subscription. However, since the viewer is passively watching, it is pretty clear that he/she does not want information about different products. Can you think of the last time you were sitting in your chair waiting for the commercials to come on? This is so obvious and the fact that so many people now have DVR players that allow them to skip the interruptive announcements makes it seem as if T.V. commercials are on their last leg.

Lets go back to the argument that Internet surfing is an active task. For this reason, I believe that web commercials are more effective. The shopper is interested in buying because he/she is searching for information to make a purchase. The combination of the shopper searching and having a need makes him/her more interested in viewing an entertaining web commercial.

Don't get me wrong; the majority of people go on the Internet for entertainment as well. All I am saying is that there are clearly more active users online versus those sitting in a recliner staring into a T.V. screen.

By no means do I think that this is the end of entertainment. I believe that people need to escape from the hardships of the real word for a good laugh or cry. However, I do believe that the relationship between entertainment and advertising will change. Viewers hate having to sit through paid announcements because it is a waste of their time. Imagine how much time in a day the average person spends watching T.V. commercials. If saving time is one of the most desired goals of innovation, I cannot see a better place to save it than cutting out unnecessary T.V. ads. With that being said, I can see T.V. moving more into a paid subscription business that can be distributed online complementing cable. Commercials, on the other hand, will be more effective online if placed in positions where people are actively seeking to watch them.

by: Michael Bayer

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