For anyone who hasn’t been keeping track,
nearly three quarters of households in America now have a high-definition
television, and are enjoying high-definition programming on a regular basis. As
always, television ads have been a successful means for promoting and
advertising a product. Unfortunately, for those still producing
standard-definition television ads, their product may be quickly dismissed by
consumers.
Having grown in popularity over the past few
years, HD television is quickly becoming the standard for broadcast
programming, with most audiences today being able to differentiate between the
two formats. So why haven’t advertisers begun to produce HD ads? With an eye
for digital detail, consumers more than ever are recognizing SD ads during a HD
broadcast, and it’s leaving them with a bad impression.
According to a study done by the digital
media-services company DG and research firm Kantar Media, results show that
retention for HD spots were 18 percent higher than for standard-def spots. Not
only do HD ads retain a consumer’s attention longer, but they also reflect a
perception of quality regarding their product. When consumers watch an ad aired
in SD, they are left questioning the very quality of the product. Being said,
any marketer who decides to air a SD ad for their product may in fact be
wasting millions in ad space for an inferior presentation.
In a world of polished presentation and high
standards, it seems standard-def programming is falling by the wayside. In
order to keep up with an ever demanding and critical consumer, high-definition
ad space will become the new standard of definition.
-Joseph Mountz
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