Bit of an aquired taste this but for those of you interested in some of the implications of the timeshifting revolution on ad engagement in general and pre-testing in particular here is the paper I gave to Admap’s pretesting conference on the 9th Feb 2006. Don’t all rush at once.
I cover some perenial favourites of mine like ad avoidance being a national sport and brand dawinism. But also introduce some stuff on the geometry of the break and the creative imperatives of the new communications world order.
There is also some new research in there – both quant and qual. Hurrah.
Both the speech and slides (you’ll need both) are available as downloads. A couple of the slides are missing (the mpeg of a fast forwarded break and a house ad we ran on ad avoidance) because they make the file too large. Frustrating! I will try and solve this.