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SeeSaw Lets You Choose The Ads You Watch

David Gilbert


SeeSaw Lets You Choose The Ads You Watch

Ads are a necessary evil when it comes to watching content either on your TV directly or catching-up online (with the exception of the BBC iPlayer that is). Now online streaming service SeeSaw, which launched last February, is looking to give viewers a more refined ad-watching experience by letting them choose for themselves what ads they watch.

Entitled Ad Selector, the new system, which will come on-stream this week, has been described as a “win-win” situation by the company. It will allow for more targeted marketing from the advertisers’ point of view and will allow users of the system see content they are more interested in. Viewers will be able to choose from three separate adverts prior to the beginning of the chosen programme. Having seen this system work in the US already, SeeSaw have partnered with technology company Brainient to bring this to UK users.

Ben Williams, head of advertising for SeeSaw said: “The Ad Selector is simple and effective, essentially giving the user the choice to pick the advert they wish to see. This puts the user in control of the advertising experience and therefore increases their engagement and purchase intent.”

Signaling that this innovation would be the first of a number of new advertising initiatives, Williams said: “Our vision is to create a unique environment for advertisers to reach their audience through innovative methods, and today’s announcement is the first step towards this with more initiatives in the pipeline.”

SeeSaw offers a choice of free and rental programming from a wide range of UK and international content suppliers including: BBC Worldwide, Channel 4, Five, Disney, MTV and NBC Universal.

Source: SeeSaw

Paul Leigh

November 24, 2010, 5:09 pm

Why would I want to watch ANY ads? I can't recall a time when I've been watching the box and thought, you know I could just do with seeing some washing powder adverts right now! So these guys want me to pick which ads I want to watch? Dream on!

Tim Sutton

November 24, 2010, 6:17 pm

@Paul Leigh

Ah, but you haven't considered the upside. I've been praying for a way to express my pure, burning hatred for those Halifax radio station adverts, and now I can!

Also anything with Jedward. Or that melted face damp meat-pile of a woman whose currently the voice of M&S. Any tech product that claims it will in any way be 'magical' or change the way I live my life is also in for a shoe to its unbelievably arrogant giggleberries.

It'll be great!


November 24, 2010, 6:25 pm

@Tim Sutton - On god, those halifax adverts, they are so unbelievably aweful that there is no possible way that I would ever use halifax now.

I agree, im surprised its taken marketing companies so long to work it out but sure the best way to make marting work is to get people involved and entertained! If the people running this were smart, they would survey to see which adverts were the most unpopular and then work with those companies to follow up adverts like the youtube videos that pop up occasionaly, where you can interact to punish the idiots in the Halifax adverts/stupid haired nintendo DS idiots, muhahaha


November 24, 2010, 7:34 pm

If that screenshot is typical and your 'choice' is just three different adverts for the same thing then it looks like a bad idea to me as it's just yet another click to make and hoop to jump through.

Hans Gruber

November 24, 2010, 9:39 pm

Xiphias, agreed. My feelings match your own. I understand the ads are sometimes necessary but it would work better if they just got on with it and targeted your interests through some kind of tick box thing that was part of your user control settings. Tech, check. Washing powder, nope. Cars, ok if you must but make them relevant. Pretty girls in lingerie. Well, I wouldn't complain. Brightly coloured idiots prancing around smiling at me. Argh!

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