We've all been interrupted from our favorite shows and movies by the all too familiar television commercials. But, recently, businesses are being forced to start coming up with new, and more creative marketing techniques. With the fairly recent launch of DVR, many advertisers believe that the effectiveness of the 30-minute promotional messages will be lost. Companies are pushing the exploration of different media inputs for their ads, and some are looking to boost a larger part of their marketing straight to the web, decreasing their television advertising budgets over the next three years.
Though many businesses and citizens alike will agree that television is a pretty big part of society, and the marketing world, and will remain strong, advertisers are being challenged to come up with new and innovative ways to target their markets. But, with the cost of advertising, especially on television, adds yet another challenge. Should companies continue to spend billions of dollars on advertising, when surveys are showing that the effectiveness of television ads are decreasing? Or should they rely more heavily on finding some other way of communicating to potential customers?
http://www.marketingtoday.com/research/0306/tv_advertising_less_effective.htm
---------------------------------------------------------------------------
I think companies will spend more money on advertising, but like you said, it will be in a different format. I have strongly felt that the internet is going to end television and cable. Whatever you watch on cable TV can pretty easily be found online, and this process is only getting easier. So I agree that web advertising is the “new frontier.” however, I think advertisers need to do it in a smart way. There is nothing more annoying than having to sit through an add on Youtube just so I can watch a video. I think the ability to advertise during the time someone is watching a video online is an opportunity that companies don't have on television. Ads that do there job on the sides of webpages or through small, possibly interactive windows are the most effective. There are beginning to be some ads in iPhone apps and these ads are specifically designed to integrate into the apps as much as possible.
So I think that television and cable in general will not be able to survive the new market that is internet media. The internet’s ability to provide functionality and the advertisers opportunities to creatively integrate advertisements into online content creates a very enticing opportunity for cable companies to make the switch.
No comments:
Post a Comment