Native TV Advertising: Target and Neiman Marcus 'Gift of Revenge' Commercials


 
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Native TV Advertising: Target and Neiman Marcus 'Gift of Revenge' Commercials
Jaap de Jonge, Editor, Netherlands

Consumers have become very skilled in avoiding TV ads by initially recording TV programs on their Digital Video Recorders and then watching the recorded version, while skipping the advertisements.
TV channels are fighting back by introducing shorter, but more frequent pauses.
But Neiman Marcus and Target have tried another approach:
- They acquired the exclusive rights to show ads (a so called "takeover") during ABC's drama series "Revenge".
- They hired the crew of Revenge to perform in several comprehensive commercials, which were like "a story within a story".
This made these commercials DVR-proof and hard to skip and perhaps even attractive to the audience of Revenge. But beware of the disapointment of being misled, which might easily offset the gains.

 
   















 

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