Who Else Wants to Know Why TV Ads Become Less Effective?
At least several online media sources of information sounded the trumpet regarding TV ads. They consider this kind of ads has become less impactful than two years ago. According to the Association of National Advertisers (ANA) and Forrester Research, about 78% of marketers feel that traditional TV advertising is exhausted.
According to survey:
· advertisers are eager to try new ad formats, including ads in online TV shows (65%), inVideo ads (55%), interactive television ads (43%), and ads within the set top box menu (32%)
· almost 70% of advertisers think DVRs and VOD will reduce or destroy the effectiveness of traditional 30-second commercials
· 85 % of advertisers believe branded entertainment will play a stronger role in TV advertising over the next year
Marketers and advertisers offer their goods and services wherever we are! What shall we do now? It’s just another sign for all of us (viewers, bloggers, common people, gamers, shopkeepers, caretakers, etc.) to put up with this tendency and treat accordingly. The web made all its best that even wild horses couldn’t drag us away from participating in online forums, chats, social life, watching (uploading, downloading) videos as well as playing video games.
I believe the task for traditional TV owners is to properly create and realize advertising campaign for attaining the targeted audience, and entice both the young and the old from online consuming activities. Sure thing viewers will never be the same, because people show preference exactly to online digital media and TV networks. Why? Being on the go and for lack of time…
The TV & Technology research was conducted in January 2008 and is based on a survey of 133 leading advertisers (Charles Schwab, Colgate, Dunkin’ Donuts, Johnson & Johnson, Mattel, Pfizer, and Verizon), across all major industries and categories.
The complete survey results will be revealed during the ANA’s TV & Everything Video Forum on Feb. 28 in New York.
Technorati Tags: tv ads, television, web, video, online, Charles Schwab, Colgate, Dunkin’ Donuts, Johnson & Johnson, Mattel, Pfizer, Verizon, formats, VOD, DVD, entertainment, research, inVideo ads, DVRs, media, digital, consuming activities
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