We received a press release stating that a majority of marketers believe that television advertising has become less effective in the past two years. The survey findings will be revealed at the ANA’s TV & Everything Video Forum on February 28. Ohh! Are you all clutching your chests and
shivering with excitement? This survey is coming from the ANA and Forrester’s (natch) and is about to tell you what you already know! Again!
Here’s the lowlights:
– Sixty-two percent of marketers believe television advertising has become less effective in the past two years, but close to half of the advertisers surveyed have already started to experiment with new ad types to work with DVRs and VOD programs.
– Eighty-seven percent of advertisers believe branded entertainment will play a stronger role in TV advertising in the coming year.
Advertisers are eager to try new ad formats, including ads in online TV shows (65 percent), ads embedded in VOD (55 percent), interactive television ads (43 percent), and ads within the set top box menu (32 percent).
– Over 50 percent of marketers reported that when half of all TV households use DVRs, they will cut spending on TV advertising by 12 percent.
– Eighty-seven percent of respondents said they intend to spend more on Web advertising this year.
– Seventy-two percent of marketers are very interested in having individual commercial ratings rather than average commercial ratings.