Oct 09 2010
Beyond the 30 Second Spot: Marketers Adding Alternatives to Television Advertising
Do you find that the commercials on TV are becoming more and more generic and less appealing? Well, it’s not just the audiences that find this a problem. According to a survey released by the Association of National Advertisers (ANA) and Forrester Research, Inc., 78% of advertisers feel that traditional television advertising has become less effective from 2004-2006. The survey also found that marketers are exploring emerging technologies to help bolster their television advertising spend. The joint survey asked 133 national advertisers about their attitudes towards TV advertising and what impact new technologies, such as digital video recorders (DVRs) and video-on-demand, will have on their TV advertising budgets. Those surveyed represent more than $20 billion worth of advertising, including marketers from Colgate, Dunkin’ Donuts, Johnson & Johnson, and Verizon. “As DVRs look to climb above 30 million households in the next three years, advertisers are finding themselves forced to reconsider their media mix,” said Josh Bernoff, Vice President, Forrester Research.
Indeed, as new and traditional media alternatives compete more aggressively for a share of the media pie, and marketers look to improve consumer targeting, reduce costs and enhance accountability, television is aggressively responding. With technology-based advances in addressability, enhanced television options, Internet convergence (IPTV) and branded entertainment opportunities, television is likely to continue as the dominant part of the marketing mix.
Reference:http://www.marketingtoday.com/research/0306/tv_advertising_less_effective.htm