Traditional TV advertising has lost its power, and marketers/advertisers are eager to find alternatives.Traditional TV ads have become less effective during the last two years. Given that belief, it's no surprise that close to half of marketers already have experimented with other ad formats that work with digital video recorders or video-on-demand programs.
Branded entertainment is the key to TV advertising in the coming year, such as ads in online TV shows. Emerging technologies continue to lure marketers looking to experiment in other formats. Also as more TV households use DVRs, agencies will most definitley cut spending on TV advertising.
With the proliferation of new media, media agencies in the US have stepped up their game to help clients deal with the changes. Two years ago, just under half the agencies reported they were ill-equipped to address changes in TV advertising, whereas only 28% did so this year. But it is the creative agencies that are falling behind, according to marketers: 47% of them said their agency was ill-equipped to deal with the changes, a mere 8% improvement from two years ago.
In order to deal with change, the industry will gear up to explore new ad formats and forms of video commercials. TV as we know it is a thing of the past. This is an opportunity for a progressive leader in the Greek marketplace. Hello, is there anyone out there?
antweaver
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