On the heels of the prolonged and recently settled writer's strike that had companies looking for alternate forms of advertising, a new study shows that marketers already believe the medium is less effective than ever. According to TV & Technology Survey, from the Assn. of National Advertisers and Forrester Research, 62% of marketers believe that TV advertising has become less effective in the past two years. To combat shrinking ROI figures, companies surveyed said they were eager to explore new ad formats, including placing ads in online TV shows (65%), embedding ads in VOD (55%) and implementing interactive TV ads (43%), among others. The study has more bad news for TV. More than 50% of respondents said that when DVR devices have saturated half of the U.S. consumer market, they will cut TV ad spend by 12%. And 87% said that they intend to increase their Web advertising budgets in 2008. In comparison, marketers appear to have growing confidence that their agencies will be able to help them navigate the changing marketplace. According to the study, only 28% of respondents felt their media agency was not able to address changes in TV advertising (down from 47% two years ago), and 47% felt their agency was ill-equipped to handle the shifting media landscape (down from 55% two years ago).
http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003712790
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