The Association of National Advertisers and Forrester Reseearch are pointing out the 62% of marketers now believe that TV advertising has become less effective over the past two years. That’s an amazing number. Hopefully it will serve as a clarion call to those same marketers and to the ad agencies that serve them Sometimes I think that many marketers see the changes that are happening but choose to not adapt because they assume no one else will. But when statistics showing more than 60% of marketers showing doubt on th most well known medium for advertising, it means that they can’t delay changes in methods and mediums.
This is a major reason why the same survey had 87% of marketers planning to spend more on web advertising this year. Or that eMarketer is saying that ad spend should reach $28.5 billion, up 23% over last year. That includes an 74% increase in spending on online video.
The odd thing is that the models for online video advertising are not even close to being set. Pre-roll is a mess. Net shows aren’t necessarily a huge success. And we keep on hearing that people are looking to interact with their friends on social networks and not with brands.