Tuesday, 24 July 2012


Yes, the sky is falling, Major brand advertisers responsible for $20 billion in ad spending are losing confidence in the effectiveness of TV advertising. More than three out of four advertisers -- 78% to be exact -- said they have less confidence today in the effectiveness of TV advertising than they did two years ago, according to a survey released at today's Association of National Advertisers TV Ad Forum. Almost 70% of advertisers believe DVRs and VOD will reduce or destroy the effectiveness of traditional 30-second commercials. Instead, they are looking at alternatives such as branded entertainment within TV programs (61%), TV program sponsorships (55%), interactive advertising during TV programs (48%), online video ads (45%) and product placement (44%). Additionally, 80% will spend more of their advertising budgets on Web advertising and 68% are looking into search engine marketing.

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