Marketers Losing Confidence in TV: except DTC marketers of course

Feb/21/2008 03:24 Filed in: DTC Environment
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Whether traditional TV advertising has truly lost its power, marketers and advertisers are already eager to find alternatives. The Association of National Advertisers and Forrester Research's fourth biennial TV and Technology survey shows a dramatic loss of confidence in the medium as the industry gears up to explore new ad formats and forms of video commercials. Of course when it comes to DTC marketers they want more money for more TV in an effort to throw more garbage against the fan.
Sixty-two percent of marketers believe traditional TV ads have become less effective during the last two years. Given that belief, it's no surprise that close to half of them already have experimented with other ad formats that work with digital video recorders or video-on-demand programs. And more than 50% of marketers reported that when half of all TV households use DVRs, they will cut spending on TV advertising by 12%.


Eighty-seven percent of advertisers believe branded entertainment is the key to TV advertising in the coming year, and 65% of them are eager to try ads in online TV shows. And emerging technologies continue to lure marketers looking to experiment. Forty-three percent would like to try interactive TV ads; 55% are interested in ads embedded in VOD; and 32% would like to try ads attached to the set-top-box menu.


Of course when it comes to DTC marketing the nightly news is more like a forum for prescription drugs and websites remain stuck in Web 1.0. Senior executives might want to ask more about TV versus other channels but then they didn't teach that in MBA school did they?
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