Comments on: Disney Missing the Point http://mobhappy.com/blog1/2006/04/21/disney-missing-the-point/ Russell Buckley and Carlo Longino on mobile technology. Tue, 31 Jan 2012 19:56:58 +0000 hourly 1 http://wordpress.org/?v=3.1.2 By: William http://mobhappy.com/blog1/2006/04/21/disney-missing-the-point/comment-page-1/#comment-3473 William Fri, 21 Apr 2006 18:52:28 +0000 http://mobhappy.com/blog1/2006/04/21/disney-missing-the-point/#comment-3473 I'm not an ad expert, but the problem in my view with the idea of making ads "compelling enough ... to engage the viewer" is that part of ads effectiveness, like it or not, is repetition. Viewers, however, don't like repetition, even of great movies or shows (or conversations for that matter). I think maybe embedded product placements (when will the NFL allow teams to sell ad space on their jersies?) and sponsorships (maybe a frame around the screen) are a better way to go , but I don't know how well the economics work vs. forcing viewers to watch ads. I’m not an ad expert, but the problem in my view with the idea of making ads “compelling enough … to engage the viewer” is that part of ads effectiveness, like it or not, is repetition. Viewers, however, don’t like repetition, even of great movies or shows (or conversations for that matter).

I think maybe embedded product placements (when will the NFL allow teams to sell ad space on their jersies?) and sponsorships (maybe a frame around the screen) are a better way to go , but I don’t know how well the economics work vs. forcing viewers to watch ads.

]]> By: Russell Buckley http://mobhappy.com/blog1/2006/04/21/disney-missing-the-point/comment-page-1/#comment-3472 Russell Buckley Fri, 21 Apr 2006 18:06:21 +0000 http://mobhappy.com/blog1/2006/04/21/disney-missing-the-point/#comment-3472 Joe, sorry but I'm not quite sure what's unambiguous about: "But they have made the ads impossible to fast forward or skip in any way. You HAVE to watch the ads, whether you like it or not or whether they are any good or not. Surely, the way to approach this is to work with advertisers to make sure that the ads embedded in these programmes are compelling enough in their own right to engage the viewer and make them WANT to see them." Russell Joe, sorry but I’m not quite sure what’s unambiguous about:

“But they have made the ads impossible to fast forward or skip in any way. You HAVE to watch the ads, whether you like it or not or whether they are any good or not.

Surely, the way to approach this is to work with advertisers to make sure that the ads embedded in these programmes are compelling enough in their own right to engage the viewer and make them WANT to see them.”

Russell

]]> By: Joe Pemberton http://mobhappy.com/blog1/2006/04/21/disney-missing-the-point/comment-page-1/#comment-3471 Joe Pemberton Fri, 21 Apr 2006 17:40:43 +0000 http://mobhappy.com/blog1/2006/04/21/disney-missing-the-point/#comment-3471 You say they missed the point, but you didn't clearly articulate what 'the point' is, even though you say that offering the videos for downloads is a good idea. What exactly did they do wrong? I think the new model is ingenious. Now I have a choice of ad-free downloads from iTunes for a price or free ones subsidized by ads. You say they missed the point, but you didn’t clearly articulate what ‘the point’ is, even though you say that offering the videos for downloads is a good idea. What exactly did they do wrong?

I think the new model is ingenious. Now I have a choice of ad-free downloads from iTunes for a price or free ones subsidized by ads.

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