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Cece Forrester

Member since July 2004 Contact Cece

Articles by Cece All articles by Cece

  • A New Balance of Power in Future of Media on 10/01/2012

  • What TiVo People Know: Part III -- A Modest Proposal in MediaDailyNews on 05/13/2005

    The term "ad-skipping" is frequently bandied about in discussions of TiVo's effect on advertising. It is important to understand that the TiVo DVR does not let you skip commercials altogether. What it can do is fast-forward at any of three speeds through both program content and regular embedded commercials. The system, as currently configured, doesn't distinguish between program and commercials.

  • What TiVo People Know: Part II in MediaDailyNews on 05/12/2005

    People who are not familiar with TiVo tend to assume that it is simply another recording device, perhaps an improved type of VCR. But this is a fundamental misunderstanding of the TiVo user's experience. Originally, viewers had only two choices: Make yourself available to watch TV when a program was on, or miss it. Home videotaping was supposed to change all that.

  • What TiVo People Know: Part I in MediaDailyNews on 05/11/2005

    DVR technology has been on the market for several years, yet current estimates put overall penetration in the United States at just 5 to 10 percent. Rapid growth is expected in the next year or two, as word of mouth finally reaches critical mass among consumers, and segments of the TV industry start to figure it out. Some have attributed the initial slow growth of TiVo to a failure to go beyond generalities in marketing the experience. And going by much of what's been said in the advertising trade press about how people use it and what to do about it, it seems there is a similar gap in understanding on the part of reporters, network heads, and agency media executives.

Comments by Cece All comments by Cece

  • Viewability: No One Else Has It, Either by George Simpson (Online Media Daily on 02/12/2015)

    I just learned (by word of mouth) how to turn off Flash, On some sites, the page simply takes too much memory and takes too long to load with all the automatic-play videos and other stuff going on (all at once, so how does anyone imagine everyone sees it all?). Just another variation on saying you're "cutting through the clutter" when you're really only adding to it. So now I see nice restful black squares in their places. The only alternative is for me to stop visiting the site, and that wouldn't help viewing very much either, would it?

  • More Is Not Better Without Effectiveness by Jack Loechner (Research Brief on 02/05/2015)

    Remember advertorials in magazines? That was branded content. Is there anyone who didn't flip right past it? It was usually inferior to the content created by the magazine's editors. You'd look at them and say "huh? Nothing there I don't already know, nothing I care about." The only reason for bothering to do it was that the pricing created more efficiency for the advertiser on paper. In reality, it was better to let the magazine's own content draw in the audience, then run a relevant and interesting, even amusing ad near it and let them read it as an honest selling proposition from your brand that they can react to with simple decision to buy or consider. If they became a fan of your brand over time, so much the better, but you can't force it or assume it as your starting point. Now, we must have all this pretense and manipulation and scrambling of things that might have been better off remaining what they are and identifying themselves honestly. Anything but asking yourselves "Would I myself believe and respond to such a thing? Would I not be annoyed or insulted at this approach?"

  • 'Your a Traytor, You But Ugly Kosheralist Pusstard' Click Here to Learn More! by Bob Garfield (Garfield at Large on 02/02/2015)

    Actually, what annoys me most is the headlines on the Taboola clickbait items. They have all kinds of stupid errors, and the headline capitalization is completely inconsistent.

  • Top 7 Things Nobody Will Miss When The Internet Disappears by Bob Garfield (Garfield at Large on 01/26/2015)

    I want to hear what the excuses are for auto-play audio, so we can all learn to recognize pure evil.

  • I Cried That I Had No Bread Bags For My Shoes -- And Then I Met A Man With No Feet by Barbara Lippert (Mad Blog on 01/22/2015)

    Marla and Jonathan--for logistical reasons, that's the way it always is with responses that follow almost immediately. Not enough time to respond to the particulars. The speechwriters work in advance with the speaker (just as is done with the president's speech) and have to address likely themes and policy contrasts that are already known.

  • I Cried That I Had No Bread Bags For My Shoes -- And Then I Met A Man With No Feet by Barbara Lippert (Mad Blog on 01/22/2015)

    Red meat, check; billionaires, check; minimizing a political trend by attaching it to a base labeled as kooky, check; disdain for flyover people, check; cherry-picking policy anecdotes, check. Oh, no, we're not political or ideological--that's the other side. Why not just frankly compete? (Want to talk about Python's Dennis Moore and the lupins?)

  • Finding The Right Edge Of Creepy In Advertising by Jamie Tedford (Online Spin on 11/18/2014)

    Once upon a time people bought newspapers partly because they wanted the ads. The nice thing about how newspaper ads worked in their heyday is that they didn't jump up and interrupt you, you could turn the page, so opting wasn't an issue. Yet you knew what section and day to find certain categories when you were ready to buy some furniture, a car, theater tickets, groceries, and wanted to browse the current sources, products and deals. I was going to say I miss that model. Except it's not entirely gone. The papers will be pretty hefty with inserts right before Black Friday, won't they? And then on Super Bowl Sunday and after, people will be talking about their favorite commercials like they were entertainment. (Relevance is almost a side issue there.) So maybe it's not a matter of people not wanting any ads and maybe it's not even a matter of making a perfect match; it's a matter of how the ads treat them.

  • Radio Advertisers Get Their Own Agency: Hyperbolic Creative by Larissa Faw (MAD on 11/05/2014)

    Well, one may mentally tune it out if one has heard it 57 times already. Here's an idea for these guys: Make sure the commercial is intelligible on any radio, not just your state of the art equipment. And that anything like a product name or a URL is not mumbled or buried under music. Try spelling it out or saying slowly if it's really ambiguous. And if you spell it out, remember that some letters sound almost alike--B and V, for example. You'd be surprised how many radio commercials there are that run into this problem. I keep picturing some guys scratching their heads wondering why they didn't get the response they were expecting.

  • One Cheer For Commercials by Gary Holmes (MediaDailyNews on 09/22/2014)

    Mamma mia, that's a spicy meatball.

  • One Cheer For Commercials by Gary Holmes (MediaDailyNews on 09/22/2014)

    My recollection is that the cinema advertising companies won't accept just any creative, It has to have high production values and I think they even suggest a special director's cut, not just using the one that airs on TV (unless you count Super Bowl).

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