Advertisers look beyond the TV spot
Almost two thirds of some 100 US advertisers – with a combined spend of $14 billion – surveyed by Forrester Research/the Association of National Advertisers, say that TV advertising is less effective than it used to be. And marketers are willing to explore alternatives to the 30-second television spot as they shift budget from TV to social media, banners, and search.
“More forward-looking marketers are ready to experiment with online video ads, branded entertainment, and interactive TV,” the research firm says. “We recommend that advertisers get ready for the future of television, by preparing to deliver targeted commercials, delivering true branded entertainment experiences, and embracing the connected TV.”
“Eighty percent of advertisers agree that branded entertainment will play much more of a role in TV advertising, and 38% plan to spend more on branded entertainment in 2010 as an alternative to the 30-second spot,” says Forrester analyst David Cooperstein. “Social media, web advertising and search are stealing budgets from TV and other media.”
