Media Marketers Target Ad Skippers

Search engine has created an ad campaign where advertisers that “crawl” across the bottom of the computer screen during certain cable shows.

The search company will continue running traditional commercials, but it also hopes to get more attention with questions posed to viewers related to whatever programming they happen to be watching. Viewers can answer by going to the company’s search site.

The TV industry is brainstorming ideas to deal with the growing number of viewers using fast forward DVRs to skip over the ads sponsoring their favorite programs.

The truth is that some people want to have their cake and eat it too when it comes to free content and ad-free content. Commercials are not always considered all that entertaining or exciting. TV executives estimate that 60 percent of DVR owners use them to fast-forward past ads, which is the equivalent of wiping out an important part of the TV industry’s economy.