The choice is ours

Nina Hendy explains in the Sydney Morning Herald, on May 21st 2010 how the success of allowing a viewer to chose the advertisement they watch in the US has made its way to the Australian web. Fairfax Digital is introducing a new system to online advertisement where the consumer will be given a choice of several 15 second video advertisements before entering a news site. The ‘Ad selector’ will allow for a more targeted audience and successful marketing scheme, as the consumer already shows some interest by selecting the commercial. Brands such as FMCG giants Procter & Gamble, Nestle, and Kia have already signed on to the new venture as exclusive partners. The idea of giving the audience a choice will increase their focus and attention on the advertisment more so then if it were just playing, and the simple act of selective will give them a feeling of power. As the commercials are only 15 seconds too it is unlikely the attention will be lost and im sure the participating companies will put alot of money and effort into making their ads successfull and eye catching.