Traditional networks, Internet services treat consumer advertising differently

Traditional and new age-based players are proffering two new approaches to deal with the age-old problem of how consumers deal with the advertising that pays for the content they want--and the approaches couldn't be more different.

The broadcast networks, tired of people zipping through ads on their DVRs, are considering a transition from DVR to VoD. An online player, on the other hand, has developed a service that lets consumers interact with Internet advertising and keep it for later viewing.

The broadcasters see VoD as the way to get around DVRs. Instead of recording programs, consumers would download them on demand, complete with ads that can't be skipped. Streaming VoD would "give the consumers the ability to watch shows any way they want and to do so in a way that is much more advertiser-friendly," David Poltrack, chief research officer at CBS told the Los Angeles Times. Perhaps we're wrong, but the way consumers seem to want to watch content is without the ads.

For those who believe that television viewing is dead since everything is moving to the Internet, start-up media firm AdKeeper has introduced a service called Keeper that lets consumers put ads aside for later viewing. The service lets consumers watch the content they want live while storing the advertising that supports that content for later interaction.

"AdKeeper enables active engagement with online advertising--establishing a dialog in which the brand and consumer are both willing participants and giving consumers absolute control of what, how and when they engage with marketing communications," said AdKeeper founder Scott Kurnit, who believes that consumers actually want to save online ads for later viewing.

For more:
- see this blog post
- and this news release

Related articles:
TiVo challenges interactive advertisers
Testing the interactive advertising waters: Cablevision