Forrester Research and the Association of National Advertisers surveyed 104 US advertisers representing nearly $14 billion in measured media budgets, and 62 percent said that TV advertising is less effective than it used to be. Were the emergence of online, social and mobile alternatives not available, the declining effectiveness of traditional ads would lead to a search for more-effective alternatives.
Advertisers want more accurate measurement and the option for more targeted and clutter-free ad inventory. Meanwhile, U.S. marketers are willing to explore alternatives to the 30-second TV commercial 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.
Thursday, November 25, 2010
Video Advertisers Looking for Alternatives
Gary Kim has been a digital infra analyst and journalist for more than 30 years, covering the business impact of technology, pre- and post-internet. He sees a similar evolution coming with AI. General-purpose technologies do not come along very often, but when they do, they change life, economies and industries.
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