Think about it.
Let’s say the viewer is in complete control over what they watch and don’t watch. What’s the worse that can happen?
None of the commercials that advertisers run would be watched, resulting in billions of advertising dollars wasted. Yeah, that's pretty bad.
But guess what? Those billions of dollars are already being wasted. But by trying to maintain some semblance of control, advertisers don’t have to admit that yet, do they? At least, not publicly.
So what do advertisers gain by giving the viewer complete control? Isn’t that the real question? What they gain. Not what they lose.
And, by complete control, I mean that the commercials don’t intrude anymore, the viewer instead chooses to opt-in and watch the commercial. Or, not.
Well, that’s even worse, most of you are saying.
I don't think so. By giving the viewer complete control to opt-in or not opt-in, the advertiser receives more, and better, data as to how well their commercial is actually being received.
This data allows them to hold their media agencies and creative agencies accountable.
By ceding control to the viewer, advertisers gain control over their agencies efforts.
What does this control give them? The ability to hold their agencies financially accountable for delivering what they promised they’d deliver.
Once agencies are held accountable – guess what? The work gets better.
So much so that viewers will want to watch?
That's my bet.