Gameplay during commercials may be an effective way to get more people to pay attention to sponsored ads on broadcast television. Interestingly, it is very rare to see any type of contest or game-like promotion to reward people for watching commercials, even though that behavior is highly desirable to broadcast advertisers.
- Can gameplay be used as incentives for attentive t.v. commercial viewing? Could games help television advertisers cultivate the interactive engagement and motivation that lead to direct response after ads are viewed?
- Are commercial games rare because games were not effective in this role in the past? Or is it because so many marketers assume any type of game has to involve an expensive prize or legal consultation to make sure the promotion is on the right side of gambling and lottery laws?
- What types of games would be compelling during live broadcast commercial breaks? What issues would need to be addressed to prevent people who did not watch the commercial from simply scraping the commercial contents from a web resource after the actual broadcast?
Zapping and Zipping Commercials into Extinction
Since the development of the home VCR, advertisers have been concerned with zipping—fast forwarding through commercials during recordings of sponsored television programs. Newer technologies have only increased advertiser paranoia that television viewers are prerecording shows and then skipping the commercial breaks. A similar concern was raised with the advent of remote controls which let users change the channel during commercial breaks with very little physical effort (zapping). Continue reading Could Gameplay Combat TV Ad Zapping and Zipping?