Dear Crowdsters,
Saya mendapatkan sebuah artikel singkat mengenai hasil riset di Journal of Marketing edisi November 2008 yang memuat hasil riset dengan kesimpulan yang sangat menarik: Bahwa kehadiran teknologi DVR untuk mem-by pass TVC rupanya tidak dengan serta-merta “membunuh” iklan TV. Bahkan dengan penyampaian pesan yang tepat, iklan Anda justru bisa lebih powerful membenam di benak pelanggan. Berikut artikelnya, monggo kalau mau dikomentari:
The advent of DVR technology struck fear in the hearts of advertisers worldwide. Suddenly, viewers were able to fast-forward through TV commercials! A sad truth quickly emerged: when given the option, consumers love to hit that FF button.
Now, let’s (ahem) fast-forward to today. Are we witnessing the demise of the TV ad? Well, not necessarily. New research is showing that, with the right kind of ad, fast-forwarding can actually enhance your brand messaging. Yep, you heard right.
These researchers used eye-tracker technology to observe viewing behavior as subjects fast-forwarded through TV commercials. Here are some of their (somewhat astounding) findings:
• Fast-forwarding viewers actually pay more attention during commercials than those watching commercials at regular speed.
• Fast-forwarded advertisements still create brand memory, even with a 95% reduction in frames and complete loss of audio.
• Fast-forwarded commercials can positively affect brand attitude, behavioral intent and even actual choice behavior.