In a recent article, Robert Rosenthal describes how major advertisers will move very quickly to Remote Control Marketing due to their comfort with “big screen entertainment.” Drawn by the ability to get information, coupons, games, cast votes and open dialogue with the consumer, advertisers will receive something never before possible from TV advertising, measurement data.
Despite the fact that televsion viewing is at an all time high (avg. 8.5 hours/HH), individuals are going to choose mediums that fit their lifestyle, be it TV, radio, internet or mobile phones. While Remote Control Advertising is a tool for advertisers to utilize, it is not enough to save TV advertising. TV will continue to be a large part of media plans, but media consumptions habits show that the three screen approach will be necessary to drive a message for years to come.