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May 28, 2005
Advertisers Want Something Different
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I am convinced that Marketers (a.k.a., Advertisers) will gravitate to a VOD ad market if it is (a) transactionally efficient, and (b) something more interesting than repurposed 30-second spots.
Even without a viable VOD market, Advertisers as a group are rethinking how they use their money, according to data from TNS Media Intelligence, which tracks ad spending in major United States media.
Broadcast television commercials accounted for 17.2% of all ad spending in 2001. Last year, that figure fell to 16.5%.
At the same time, advertisers have increased their allocations for media such as cable television, local radio, outdoor advertising and the resurgent Internet.
Picking up on that report, the New York Times wrote an article entitled "Advertisers Want Something Different."
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Read the NY Times article. |
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Saturday Night Live's sad but true joke about this trend. |
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Quantifying the size of a VOD Ad Market. |
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Comments
Interesting that the advertisers are now pushing the agencies. My guess is that some small agencies who are more nimble than the behemoths will figure this out first. Old habits die so slowly in a bureaucracy that extinction is often the outcome rather than change.
It's an exciting and treacherous time to be in the advertising business.
Posted by: Chris Busch at May 31, 2005 10:18 PM
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