TV Land has been as turbulent as AdLand. Television stations are fighting for supremacy against the powers of Netflix, Hulu, Amazon, and others. People are flocking to places where they don't have to wait to see the content they want. Plus, with the delivery of the show or feature, the way that advertising is delivered isn't particularly arousing.
Out of the many unclear elements in our industry, one thing stands out: TV advertising needs to change.
When we look at the structure of a television show and a commercial, it is clockwork. There is a commercial before the main show. Then the main event comes on for a few minutes to introduce what the episode is about. Cut to commercial. Back to the show; characters start the conflict or adventure. Cut to commercial.
And so on. Instead of providing interesting messages for products and services, businesses are providing time for people to leave the TV for a bathroom break or a refill on their refreshments. Not ideal.
That's why this article about a startup called Watchwith caught our attention. It is a company that is redesigning the "pop-up" video experience, and they decided to dive into advertising. This could be a very cool thing. Think about it —very few (if any) commercial breaks. The data-driven advertisements would appear on a non-intrusive part of the screen, and consumers could interact with them. That sounds awesome, actually.
According to the report, the startup is forming deals with CBSi, NBC Universal, and Viacom.
Watchwith is pioneering that whole "second screen" experience, but twisting it to place it on the same screen. It can do polls and questions related to the show while it features an advertiser.
This could be a radical shift in the way we consume TV. It's about time.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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