The Definition of Advertising

Being a consumer in the 21^st century is very exciting.  Our world is full of futuristic technology that seems to be improving every day.  It is to the point that you never know when to buy something because there are always rumors of the next model being produced within a few months.  But seriously, you would never buy anything if you waited for the “best” version to come out.

I got a great deal on a 51in Philips HDTV back in 2007 that I had to take advantage of.  It was shipped to my house without a shipping charge or tax.  The only hesitation I felt was the fact that it was a “rear projection” technology that was quickly losing popularity to the current LCD and plasma sets selling for over $1,000.  I took the chance and was pleasantly surprised with the picture quality.  I was very lucky to get such a big set for the amount of money I spent.  The picture was clear and the built in speakers were pretty decent as well.

I started to enjoy all of the benefits of being able to see a show that was broadcast in HD on a set that was made to display it.  Great news, but we have become spoiled in our viewing expectations.  I find it difficult watching old programs that I used to watch years ago.  Not only because they have phones that are attached to cords or old computer systems that show monitors that are three feet thick but the picture quality makes us wonder how we were ever able to stand watching it in the first place.  I even get that old feeling with some of the commercials that are being made today. 

I was reading a news story called “Falling on Def Ears: Marketers Slow to Embrace HD Ads” and it inspired me to share my view on the subject.  It is funny how fast we change and become spoiled by technology these days.  Could you imagine not being able to check your email whenever you feel the need on your Smartphone?  I have only had a Smartphone for about a year and a half but I would never go without one again.  I find it funny when I’m watching a baseball game or football game in full HD quality and suddenly an ad starts to play that is not in HD.  I feel offended!  My eyes!!! Those insulting black bars that seem to be censoring something from both sided of my screen and the less than adequate picture quality.  Actually, I don’t notice the change in quality that much, it’s more of a black bar issue I have than the quality issue.

 

So why are advertisers slow to follow?  Studies have shown that viewers are more likely to watch a spot in HD than standard def.   This is leading to lost dollars for a lot of companies since only 16% of commercial spots are shot in HD.  There is real data these days that show the difference in customer response to the quality of the commercials being shown.  I think it all has to do with the cost of equipment to produce the commercials.  It seems to be the only variable that would change. 

It would be interesting to see if these same companies that are advertising on TV in standard def have any online ads playing somewhere in HD.  If I were in charge of making decisions, aside from wondering if I really need to iron my pants or if they are “good enough” for work that day, I would be investing heavily in Internet viewing over regular cable viewing because cable is going down for the count anyway.  Watching streaming media on your phone, tablet, set top box is where the money needs to go.  Until everyone is on board and there is some sort of industry standard, I will just have to deal with being visually assaulted every time those dreaded black bars appear.  What do you think is lurking behind those bars anyway?  The world may never know.

   


      Crupi, Anthony. "Falling on Def Ears: Marketers Slow to Embrace HD Ads Luddites could miss out on as much as $8.2 billion per year." http://www.adweek.com. N.p., 09/02/2012. Web. 18 Feb 2012. <http://www.adweek.com/news/advertising-branding/falling-def-ears-marketers-slow-embrace-hd-ads-138149>.