Marketers Aim New Ads At Video iPod Users
Since Apple Computer Inc.’s video iPod made its debut less than four months ago, users have been able to download their favorite TV shows free from ads. Now, advertisers are scrambling for a way to subvert the sleek device for their own purposes.
Some companies are attaching recycled TV spots to the beginning of video files, or podcasts, that can be downloaded from popular Web sites. 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.
“It’s a lot of trial and error,” says Liz Vanzura, global marketing director for General Motors Corp.’s Cadillac division.
Video iPods and other hand-held devices such as cell phones have made entertainment portable, with people able to watch episodes of selected programs and other pieces of content at their convenience. The problem is that Apple offers its paid content ad-free on iTunes, including hit TV shows such as “Lost” and “Desperate Housewives,” forcing marketers to find new ways to deliver their messages to viewers of other video content available online. Call it advertising on the go.