TV ads evolving to meet needs of marketers

A majority of marketers believe that television advertising has become less effective in the past two years, but marketers are interested in exploring new ad formats and new forms of video commercials, according to the fourth biennial TV & Technology survey conducted by the Association of National Advertisers and Forrester Research.

Sixty-two per cent 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 programmes. Eighty-seven per cent 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 per cent), ads embedded in VOD (55 per cent), interactive television ads (43 per cent), and ads within the set top box menu (32 per cent).

Over 50 per cent of marketers reported that when half of all TV households use DVRs, they will cut spending on TV advertising by 12 per cent. Eighty-seven per cent of respondents said they intend to spend more on Web advertising this year.

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