01/31/2006, 4:15pm, EST
Tuesday, January 31st
Advertisers seeking ads on iPod video
"Others are creating new, subtler pitches to bracket shows attractive to their target audiences. And still others are creating their own podcasts that blur the line between entertainment and advertisement in hopes of enticing people to watch the commercials for their own sake," according to the WSJ
Anheuser-Busch has created ads in the form of a mini-documentary in order to entice viewers. The iPod-centered ads feature Ted Ferguson, a man who performs stunts in exchange for free beer from Anheuser-Busch. "The content has to be unique and different [to get viewers' attention]," says Marlene Coulis of
Anheuser-Busch.
The Wall Street Journal reports that many company exectuvies are trying to figure out what will attract viewers in this new medium. "Consumers have agreed to download your messaging-- they are agreeing to transact with you- you have to be subtle and stop being used-car salesmen," says Greg Smith,
engagement specialist at Carat Fusion, a media services firm.
"People can order up entertainment choices like they order up dinner," states Nintendo's vice president of marketing, Perrin Kaplan. "Consumers today have so many choices. It's now about doing surgical marketing."
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There would have never been any television, had there not been advertising to underwrite it. If we don't like it, then it's the necessary evil that sustains the rest (good or not so good).
It was clear that advertising was going to make an appearance on downloadable video content. This might actually be good for us; perhaps we won't have to pay $2 for every single show, if there is a choice to include that advertising instead of shelling out bucks.
Ultimately, it will provide options (=choice). If you have $2, don't watch the commercials. If not, then watch them. Choice is always good.
aside from that, i think advertising on ipods is not worth the money advertisers would invest in it. people will not stop watching tv just because they can download episodes on their ipod. leave tv for advertising.