The Change Mariner: Digital Impact: Television Advertising

June 24, 2004

Digital Impact: Television Advertising

With TiVo's fast-forward, viewers' shrinking attention spans and new media choices, the 30-second TV ad has more rivals for consumers' attention. That is pushing marketers' thinking increasingly outside the TV box for ways to make the costly but still dominant commercial work harder.
They are stepping up use of alternatives, such as Internet, print and outdoor ads, and "viral marketing" - word of mouth on the Web. These options are being used alone or in combination with commercials to expand the reach of TV campaigns.

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Network TV ads still deliver the big audience - this year in the USA alone, advertisers are expected to spend $22 billion on them, a 9.8% increase over 2003, according to ad tracker TNS Media Intelligence/CMR. But many experts think the days are past when an advertiser can bet on TV spots alone.

"Before, you had the good old days of broadcast and mass media," says Roger Hatchuel, festival chairman. "With the money, you had access. It was easy. Today, with technology and digital, the consumers are in control. They can avoid advertising.

The Future of Advertising : New Media, New Clients, New Consumers in the Post-Television Age
McGraw-Hill

Amazon Price: $16.47

Life After the 30-Second Spot: Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising
John Wiley & Sons

Amazon Price: $19.77

Madison & Vine
McGraw-Hill

Amazon Price: $14.93

IMC, The Next Generation : Five Steps For Delivering Value and Measuring Financial Returns
McGraw-Hill

Amazon Price: $26.37

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