Beyond the 30 Second Spot

A new survey, released by the Association of National Advertisers and Forrester Research, Inc. found that 78% of advertisers feel that traditional television advertising has become less effective in the past two years. The survey also found that marketers are exploring emerging technologies to help improve their television advertising spend. With new technologies such as Digital Video Recorders (DVR's) and Video On Demand, it is becoming incresingly difficult to capture the audiences attention when watching the Tv. As new and traditional media alternatives compete for a share of the media pie, and marketers look to improve consumer targeting, reduce costs and enhance accountability, television is responding. With technology-based advances in addressability, enhanced television options, Internet convergence and branded entertainment opportunities, television is likely to continue as the dominant part of the marketing mix.

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http://www.marketingtoday.com/research/0306/tv_advertising_less_effective.htm