A New Standard of Definition- Why Advertisers Will Embrace HD Video as the Latest Trend in Television Ad-Space

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

Commercials in 2022: The Year of the Consumer

With the help of such location-based technologies such as Foursquare, people everywhere are leaving digital trails of where they been and who they were with from their smart phones. For many, it is a fun way to interact with other friends and contribute to the ever-growing social media climate. For marketers and ad agencies, it means knowing what to advertise to you and when. 

In such films as Steven Spielberg’s Minority Report, similar technologies are depictedthat direct ads in the mall towards those passing by, scanning their pupils for identification.  Although an extreme depiction of the future, are we really that far off? For a second, allow me to transplant myself to 2022, and describe a day in which these location-based technologies are being utilized, and governing our daily lives.

 My day begins with an alarm on my cell phone. Having checked into my house location and my work location, I am automatically awakened with enough allotted times for my morning commute, including the option to stop at my favorite café for coffee. Also, having established a predictable routine for myself, offers that I would be inclined to use that day are sent every morning. 

By now, the act of checking in has become obsolete; stores now have kiosks that scan the information from our smart phones upon entering a store, similar to the security partitions that exist today. Then, during my morning commute my phone will alert me of the various cafes in route that my profile would lead to believe I would enjoy.

While driving, I pass numerous billboards. Outside of the vehicle, these billboards are blank. However, inside the vehicle, these boards come to life through my windshield, and speak to me as I drive, suggesting this restaurant or that product. Also, our phones aren’t the only medium for which these ads are presented. Our cars, computers, and even televisions will be used to deliver the advertising to us. Our cell phones will serve more as GPS trackers, profiling our locations throughout a given day.

Once at work, I am contently productive until lunch. Upon approaching this hour, I begin to receive specials and coupons from businesses around the area, enticing me to choose them for lunch that particular day. Similarly, at the end of the work day, I am bombarded with Happy Hour Specials for bars that are on my commuter route. 

Having survived the day thus far, I return home for the evening. It’s soon dinner time, so again, come the ads for local restaurant and even recipe ideas with where to find said ingredients.

After dinner, I begin to watch some television. In between the scheduled programming, is when the customized ads air. There is not one commercial presented, that my profile would have not indicated would pertain to me. Each individual will have customized commercials targeted specifically towards him or her. And if two individuals are watching television, the ads will cater to both parties, without the other’s ads contradicting their own. 

Eventually, I go to bed, only to start the next day the same exact way again. For the time spent sleeping will be the only way to escape from the omnipresence of advertising, for the time being at least. 

For now, I will be more productive, and I will consume. 

- Joseph Mountz  

Super Bowl commercial hints at Samsung vs. Apple

As those of you who watched this year’s Super Bowl commercials may have noticed, Apple failed to show an ad this year.  The reason why this is notable is because Apple made arguable one of the most famous Super Bowl commercials of all time in 1984. The famous ad promoted the first Macintosh by boldly challenging the competition with an ominous promise.

This year, however, Samsung capitalized on Apple’s absence with a commercial for the Samsung Galaxy Note that takes a jab at Apple’s iPhones.  Actually, Samsung has been producing commercials like this one for a while now, but the Super Bowl has given them a national stage on which they can continue this campaign. You could say that Samsung is now boldly challenging Apple with fun-filled teasing.

As an article on mashable.com points out, this is smart marketing on Samsung’s part and Apple’s counter (if they make one) may be telling for Apple’s future after sadly losing Steve Jobs last year. What we may be witnessing is the start of a true rivalry between these two hardware manufactures much in the same vein as Apple’s previous rivalry with Microsoft.

[To see the original article yourself, click on the following link: http://mashable.com/2012/02/06/why-didnt-apple-advertise-during-super-bowl/]

Have your own opinion on Apple’s lack of a Super Bowl appearance? Have an opinion on Samsung’s Super Bowl commercial? Leave a comment or post on our Twitter or Facebook pages to let us know what you think.

The Buzz about Super Bowl Sunday Ads

From all of the car advertisements to the “Sexy and Naked” M&M’s, this years Super Bowl commercials were just another reason, besides the game of course, as to why people were glued to their televisions this past Sunday. These days, whether you are a sports fan or not, people are looking forward to the advertisements just as much as they are to the rivals playing on the field. Bathroom break? Going to get more food? You are better off doing that during the game, rather then during a commercial! 

According to NBC, advertisers were paying on average $3.5 million for a half minute spot during the game, which is about a half million more than the average cost of a spot during the 2011 Super Bowl. So was it worth it? About half of the commercials were released for viewers to watch online days before the game, and had been viewed millions of times. Do advertisers really need to spend the money for the 30 second spot if their just going to release them online before with no “anticipation” for the best commercial shown on game day? 

Either way, the important thing to notice is that the Super Bowl has turned into much more than just a sporting event. These advertisements are to sell their product as well as entertain their audience. Each year the biggest question following the Super Bowl is what commercial was the “best?” 

What was your favorite Super Bowl Commercial of 2012? 

Check out a complete list of the commercials here: http://mashable.com/2012/02/06/super-bowl-2012-commercials/

And go on our Facebook page to vote for your favorite! 

http://www.facebook.com/PropulsionMediaLabs 

Blair Danial

Intern

West Chester University