Most of us have our favourite TV advert – one that we remember from childhood or one which has particularly stuck in our mind. The Bisto advert for example, or the classic Coke Christmas advert are ones which instantly spring to mind.
Today, in a world saturated in brand advertising, the challenge for marketers is a little different. As consumers become more familiar with technology, brands need to go beyond nifty straplines or a happy Santa Claus to stand out from the crowd. As a result, experiential advertising is on the rise.
This Christmas Waitrose is taking TV advertising to the next level and giving consumers something more, with its series of adverts with celebrity chefs Delia Smith and Heston Blumenthal. Rather than just watching and absorbing, TV viewers can now engage with the brand by taking a photo on their mobile of a Quick Response code, which will appear at the end of each advert. The barcode will allow them to download a new Christmas app for free, to access recipes, an advent calendar and other tools.
This is an interesting step away from traditional TV advertising and an attempt to interact with audiences beyond the 30 seconds of an advert and after they switch off their TV.
ANT is the leading provider of software solutions and services enabling broadcasters, telco operators and cable and satellite companies to deliver compelling digital media content to consumers. ANT Software enables these companies to quickly create and roll-out innovative and successful TV applications and services, such as games, music, video on demand, betting, competitions, to any consumer device, across any platform.
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Monday, 29 November 2010
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