Publisher by publisher analytics indicates a less interruptive
insertion approach being taken has led to an increase the average length of pre roll spots in 2011, with the 30-second format exploited more frequently; also popular is 15-second counterpart.
At the same time, the rise of social media is creating new demand for engaging consumer experiences instead of interruptive
Current advertising solutions are interruptive
, out of context, and ineffective; they also occupy valuable screen space, are prone to accidental clicks, or inject offers that require players to shift experiences outside of the game.
With the increasing ease of skipping commercials, they are constantly making a mental calculation as to whether it is easier to avoid interruptive
ads or tolerate them.
2 The company provides systemic ways for advertisers to engage the social consumer in an era when attention is scarce and interruptive
ad models are less effective.
Mirroring Chambord Liqueur's package evolution, Chambord Flavored Vodka is presented in the distinctive orb shaped bottle: "The Chambord Flavored Vodka bottle is visually interruptive
in the vodka category," said Hayes.
Business customers and consumers now habitually discard traditional interruptive
marketing, seeking out instead authentic, personalized brand experiences that in turn trigger deep engagement, short-term purchase and long-term brand loyalty," said Robert G.
As consumers increasingly self-select content and their brand experiences - and block out interruptive
marketing - events are playing a larger role in helping brand marketers communicate their story in powerful, cost-effective ways.
This form of advertising is 100% 'opt-in' and, unlike other interruptive
advertising formats, is wholly controlled by consumers who can choose to interact with only those adverts or programmes that are relevant and of value to them.
This younger demographic has abandoned appointment-based broadcast television viewing and tuned out interruptive
advertising, so we're excited to connect our brand partners with students in more meaningful ways through a social TV experience.
There's a growing understanding that marketers no longer control the brand and must engage with customers, pulling them in rather than pushing interruptive
advertising out," said Bill Nussey, Silverpop CEO.
And the focus of Jeriad Zoghby's opinion piece, on page 19, is the fact that a shift to a more one-to-one conversation with--rather than an interruptive
communication at--consumers will be crucial for brands of all types to master and deploy to keep pace with customer journeys turbocharged with increasingly robust computing power and connectivity.