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




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Jaap de Jonge
Editor, Netherlands

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

Consumers have become very skilled in avoiding TV ads by first recording TV programs on their Video Recording Devices and then watching the recorded version, while skipping the advertisements.
TV channels, operators and distrubutors are fighting back by introducing shorter, but more frequent pauses. Or by offering free recording facilities, but without the option to fast-forward.
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 disappointment of being misled, which might easily offset the gains.

   

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