Just grabbing a random example out of my brain, I'll point at the new Nokia Lumia 900 ads that pretend that we've all been involved in a secret cell phone beta test for the past five years. I thought that one was a pretty clever concept. We sat and watched that one a time or two. In fact, I liked it so much I'm going to share it with you:
I also think advertisers need to be realistic in their expectations. Most viewers are going to be looking for ways to skip even the best ad after they've seen it a few times. That, to me, isn't a failure; it's just human nature. Since we can skip them, we don't get sick of seeing the same ad over and over, and avoid all the negative connotations that come with feeling like something is being shoved down our throats.
I'm sure NUads, or some other form of interactive ad, will become common in the future, but until then, on the behalf of TV viewers everywhere I'm going to ask advertisers to stop blaming ad-skipping technology for the loss of eyeballs. Instead, take a long hard look at your content; would you enjoy watching your latest ad? Make them interesting or funny and we'll sit through them, at least once or twice.
Read more of Peter Smith's TechnoFile blog and follow the latest IT news at ITworld. Follow Peter on Twitter at @pasmith. For the latest IT news, analysis and how-tos, follow ITworld on Twitter and Facebook.