The television commercial break, for so long the gold-standard for mass-media advertising, especially during prime time, is falling on hard times.
The commercial break has long been considered a prime opportunity to run to the bathroom, see what's in the fridge, or continue a conversation with the person sitting across the room. Then TIVO introduced the first DVR and now millions of people are time-shifting programming and zipping past commercials at 3x speed. What does all this mean for television advertising?
Forrester Research just released a study that says online advertising budgets will pass those for television by 2016, just 5 years from now. It's a pretty interesting piece of work. Here's the link:
http://www.forbes.com/sites/roberthof/2011/08/26/online-ad-spend-to-overtake-tv/
There was a story circulating a few years ago that a prominent ad agency in Miami would dismiss anyone who dared mention a 30-second spot while in a brain storming session. The new media is sexier. Creativity was drawn to interactivity like moths to a light bulb.
So is there a future for television advertising. You betcha! Just take a look at what AT&T has done with BBC America. I'll give you a link to all the details but in brief, they created a 60-second spot that both pushes AT&T and advances the show's plot. This is product placement on HGH. It's great stuff. Here's that link:
http://adage.com/article/mediaworks/t-story-doctor/229500/
What's the future of television advertising? Better creative. Looser boundaries between content and advertising. Bolder steps.
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