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Advertisers target video iPod users

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By LC Angell

Contributing Editor
Published: Tuesday, January 31, 2006
News Categories: iPod

Unlike TV and other traditional media, the iPod and the shows sold on the iTunes Music Store come advertisement-free. But the device won’t be devoid of ads forever. The Wall Street Journal reports that marketers are feverishly experimenting to figure out what ad content is appropriate for the iPod. [paid sub. required]

“Some companies are attaching recycled TV spots to the beginning of video files, or podcasts, that can be downloaded from popular Web sites. Others are creating new, subtler pitches to bracket shows attractive to their target audiences,” reports the Journal. “And still others are creating their own podcasts that blur the line between entertainment and advertisement in hopes of enticing people to watch the commercials for their own sake.”

Large firms are currently trying a range of different concepts. Nintendo is reusing 15-second Mario Kart DS TV commercials at the beginning of video podcasts on GrindTV.com. Anheuser-Busch is blending entertainment and advertising with its humorous Ted Ferguson Bud Light campaign, and GM’s Hummer division sponsored a GQ magazine video podcast with two 15-second spots.

The companies appear to be taking an outside-the-box approach to the iPod ads. “The content has to be unique and different,” says Marlene Coulis of Anheuser-Busch. “Advertisers have to free themselves from the 30-second ad,” a Nintendo representative said. And “It’s not about hard-sell on the iPod,” according to Liz Vanzura of GM.

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Comments

1

with ads being added to itunes videos, there had better be a significant fall in the $1.99 price point.

Posted by StinkieDMB in Pittsburgh, PA on January 31, 2006 at 6:57 AM (PDT)

2

If they start putting ads in the shows I buy they I will figure out a way to edit them out.  One of the reasons to go with an iPod is to eliminate those crappy commercials - whether they be on TV or radio.

Posted by Lester on January 31, 2006 at 7:18 AM (PDT)

3

Oh well, theres always file sharing?

Posted by joe blow on January 31, 2006 at 7:40 AM (PDT)

4

Did you guys not see the word “podcast?”

No one’s going to put ads on the shows you *buy* from iTMS, kids.

Posted by vertigo25 on January 31, 2006 at 7:48 AM (PDT)

5

The article doesn’t specially say ads are being added to videos that are $1.99 but it does mention being added to podcasts which is fine. Podcasts are free to download and I think the maker should be rewarded for their work and effort and advertising is the way to do this.

Posted by nosedive51 on January 31, 2006 at 7:48 AM (PDT)

6

itunes is not truely ad free…

The other day I noticed that itunes had started offering Beavis and Butt-head episodes on their sight.  I bought a couple, and guess what?  At the end of each episode is a one minute advertisement for a DVD box collection of Beavis and Butt-head commercials.

Posted by Aeolus on January 31, 2006 at 12:29 PM (PDT)

7

Can’t you fast-forward past them?

Once they figure out people are skipping, they may not bother.

Posted by wco81 in West Coast on January 31, 2006 at 3:50 PM (PDT)

8

I am tired of ads. I don’t like them. They are always in the way. I getting a ipod video very soon. I hope I can enjoy it without any ads.

Posted by Dvoice on February 1, 2006 at 5:25 PM (PDT)

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