Wayne Friedman noted in a recent article in MediaPost that advertisers have been slow to embrace HD for their TV ads. And that got me thinking.
I love HD programming – gorgeous, beautiful, watchable. And, good for many sports because they tend to operate horizontally.
But there’s nothing about HD that makes messages more powerful for advertising.
I’m sure that aficionado’s would argue with me – claim that pixel densities deliver more information, etc, etc.
What I’ve found first hand is that’s meaningless. There’s some value in layering more things on-screen — as a DRTV practitioner we can use more type more to emphasize points so details are clear. But our results weren’t suffering before and the measurable impact of these advantages is negligible – probably so small it’s not detectable.
So HD doesn’t help us make messages clearer. There is, of course, an “anti-positive”. If a high tech company (for example) chose NOT to create their ads in HD, it would