AdAge recently surveyed marketers about their television advertising budgets. Most of the group is losing confidence in traditional television 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 todayâ€™s (March 22nd) Association of National Advertisers TV Ad Forum.
… 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%). dditionally, 80% will spend more of their advertising budgets on Web advertising and 68% are looking into search engine marketing.
I thought it was because of the TiVo, and digital fast forwarding… but only 17% of the advertisers said they were concerned with DVR ad skipping, it was the commercial clutter (48%) that they said was causing the problem.
I’ve been hearing this type of report for years. In the 80’s when I was at Hasbro working on media plans, we would have a budget for the 3 networks and then a cable budget. Cable was more attractive because they didn’t limit the imagination when presenting a concept: Preppy kids, one toy per kid, no special effects and the reveal: “includes all you see here.” I don’t think anyone would have imagined the potential for special effects, let alone the proliferation of channels.
Remember the kids running along on top of the G.I.Joe aircraft carrier? The Transformers swooping down and — bing-bing-bing — transforming from a dinosaur to a city to a robot? Whenever a medium gets cluttered and the content becomes boring, it’s amazing how new mediums and creative content arise!
Look out Google video. Clutter in the 30 second TV commercial forces marketers to entertain and educate, not just advertise their message. When a consumer downloads your video (insert “ad”) because they want to see it, that is powerful! Send me your links to your favorite marketing video. I am enjoying this emerging medium.
Next time AdAge does a survey, I’d like them to measure how much more effective the ads are when the consumer wants to see them, instead of when the marketer wants to run them. Isn’t that the essence of good communication?