"As we designed our advertising products, we were looking for an opportunity to empower the most creative advertisers in the industry," Karp told Ad Age.
The most creative advertisers hope that the DVR, 70-80% of whose users regularly skip commercials, will prove an opportunity as much as a menace.
What that means is, creative advertisers who make great ads that blend in with that content have the opportunity to tell a story that resonates with people in an incredibly human way that no level of targeting is going to be able to replicate".
Now that consumers have the power to skip through commercials on programs that they record, creative advertisers have to start pushing the envelope on generating interesting and persuasive messages outside of the television set.
Rather than create balanced and inclusive creative, advertisers take the easy path and appeal to only half the audience.
Since the seatback advertising space became available in Ryanair planes this summer, it has attracted one advertiser, Creative, a maker of digital entertainment devices, which has bought space in a handful of planes.
It does not service the networks, the studios, the creative people, the advertisers or the viewers".
The ad units offered less creative options for advertisers who want to, say, take over the site's home page or add moving text to an ad.
"All media brands have been challenged to come up with more creative solutions to advertisers' needs," said Scott Donaton, the magazine's publisher.
As the magazine concept spread, it greatly reduced the creative latitude of advertisers, who in the early days not only could kill a program but could censor its content line by line.
