Is TV losing its luster?

February 21st, 2008 at 01:34pm Cindy Harris

The marketing world is abuzz about a survey released today by the Association of National Advertisers and Forrester Research that reports 62% of advertisers feel traditional TV advertising has become less effective in the past two years. The survey also reveals that 87% of those marketers interviewed will be spending more money on Internet advertising in the coming year.

With the surge of digital video recorders and on-demand choices, today’s consumers can zoom by ads easier than ever and pick and choose what they hear and watch and when they see it. Business owners would be wise to start looking at options like ads on targeted websites, embedded ads with video-on-demand features, etc. These types of ads reach customers exactly where they are. Ask yourself, where do my customers get their news or hear about the products you sell? If you sell pet supplies online, for example, maybe you start sponsoring a pet-care podcast online or on-demand episodes of Animal Planet.

We haven’t seen a lot of movement locally from traditional advertising channels like TV and radio advertising to these new outlets, but the change is coming - it’s inevitable. So start thinking about where to go to “meet” your customers.

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