Individual vs. Audience Attention

Almost all advertising is consumed in a solitary way. Even a Coke commercial embedded in the highest rated traditional TV show is frequently viewed on an individual basis. Radio and print ads, even more so.

One of the most groundbreaking aspects of 7's approach to real-time, reactive Broadband TV programming is that it can reach hundreds of thousands of people, with a consistent message, all at the same time - and with the entire viewing audience being aware that they are not alone. The communal game experience that 7's reactive programming delivers is unique in the media world, and sets the stage for a new form of communication and a respectful exchange of attention, feedback, rewards, and commerce.

It's one thing to have your ad exposed to one million casual viewers of TV, who may or may not be in the room when your ad is aired. There is no immersion in almost every case, and as DVR's spread throughout the audience, ads are more likely to be skipped. With every fast-forward or 30 second skip, viewers learn that unrewarding ads are not worth watching. There is no respect. And there is no true audience - merely a human being, a remote and something better to do.

An embedded reactive ad, on the other hand, is presented in real time, to a mass audience that is open to immersing itself in its message. Unlike traditional ads, there is no ability (or desire) to time shift or skip a reactive ad, and there is a palpable awareness that every ad, and the rewards offered in exchange for attention, are a vital and central aspect of the reactive experience.

And the proof? Virtually the ENTIRE audience responds to questions posed by the advertisers. Thousands of clicks expressing interest in details of the products, samples, coupons, or merely passing along their preferences about the product or the ad's creative.

At 7, the adage is true - The Audience IS Listening and loving it.