>Quickies are TV’s Answer to the DVR

>If you are going to run local TV advertising, you should run it in shows that are likely to be watched live. These usually include local morning news and feature programming and local evening newscasts. The reason is you need to dodge the soon to be common DVR.

But don’t press that fast forward button just yet. Television is now looking for ways to force the DVR user to watch their commericals. Television’s answer to the DVR is the quickie. In the CW network’s case, it is the cwickie. Look for local tv stations and cable operations to begin offering :10 second or shorter commercials. I have heard of one local station offering a :03 second commercial. These shorter commercials will be placed at the beginning of breaks before you have a chance to speed through them.

Also, watch for an isolated short commercial to appear almost out of nowhere in the middle of a program. They will happen so fast that the DVR user will not have a chance to skip the commercial.

Should you try it? Yes, as long as you are running advertising that communicates your brand promise and you are getting a cost-efficient return on your advertising investment. Just remember that TV advertising is going to dramatically change during the next five years (see this blog entry). Think outside the box and don’t limit yourself to the traditional :30 television commercial.

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