We received a press release stating that a majority of marketers believe that television advertising has become less effective in the past two years. The survey findings will be revealed at the ANA’s TV & Everything Video Forum on February 28. Ohh! Are you all clutching your chests and
shivering with excitement? This survey is coming from the ANA and Forrester’s (natch) and is about to tell you what you already know! Again!
Here’s the lowlights:
- Sixty-two percent 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 programs.
- Eighty-seven percent 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 percent), ads embedded in VOD (55 percent), interactive television ads (43 percent), and ads within the set top box menu (32 percent).
- Over 50 percent of marketers reported that when half of all TV households use DVRs, they will cut spending on TV advertising by 12 percent.
- Eighty-seven percent of respondents said they intend to spend more on Web advertising this year.
- Seventy-two percent of marketers are very interested in having individual commercial ratings rather than average commercial ratings.
February 22, 2008 at 10:34 am
The need for Interactive Marketing Communication.
Put simply, because there is a human desire for interaction. We have created a media society during the past 40 or 50 years where there is an extraordinary reduction in interaction because of the one-way and more passive form of information retrieval that exists.
People desire to be taken account of, to affect change, learn and personalize their relationships with their environment. There are a phenomenal number of reasons, which cause people to interact, which go far beyond just giving them things.
When people participate in interactive marketing communication they are told that their efforts and feedback are of positive help to the advertisers. Moreover, by participating, they then learn and understand the message from the advertiser, personalize their relationship with the advertiser and their products (or services).
Consumers tend to filter out information they do not want to hear and this alters the effectiveness of advertising in quite a dramatic way. The purchaser’s decision is invariably a compromise and this leads to a certain amount of anxiety. The worry that perhaps the purchase decision was not the best or right one. In order to minimize this anxiety the purchaser seeks to reinforce his choice and begins to take more notice of his chosen product’s advertising. And, at the same time, the purchaser deliberately suppresses data, which might challenge his decision by ignoring the advertising of competitive brands.
People are often loyal to a brand simply because they do not want to readdress a decision. The opportunity to screen out undesired data always exists when media advertisements have to stand on their own and fight for attention.
Interactive Communication takes the consumer through the barrier of not wanting to address change; and this is the ultimate market the advertiser is after – the people who use his competitors’ products.
Now the consumer can say ‘Yes, I will change my behavior and I have a very good reason or series of reasons why”, and have a well-informed opinion or image in mind.