By Bill Duggan
For the fifth time since 2002 ANA has partnered with Forrester Research on survey work to better understand advertiser perceptions and use, both now and expected in future, on television and video. Forrester has summarized the key research findings and provided their perspective on the results in their report titled TV Advertising Budgets Are Under Siege. Meanwhile, the following provides a topline from ANA’s point-of-view.
The death of television has been greatly exaggerated. While it’s true that television budgets have been reduced (per the title of the Forrester report), those reductions are more a reflection of broader economic conditions impacting all media. The reductions in television spending have, in fact, been less severe than most other media.
From the broadest perspective, when asked to “comment on the value of TV advertising for the specific needs of your company” representative responses were:
• Pro: “Television is essential for building broad reach and brand awareness.”
• Con: “Television’s effectiveness/value is diminishing.”
The ANA/Forrester survey helps point to many opportunities, as well as some key threats, for television and video.
• Branded entertainment: Eighty percent of advertisers agree that branded entertainment will play much more of a role in television advertising. Thirty-eight percent plan to spend more on branded entertainment in 2010 as an alternative to the traditional 30-second TV spot.
• Addressable television: Seventy-eight percent of advertisers are interested in the ability to target consumers more precisely—by demographics, zip code, or purchase behavior. However, advertisers don’t expect to pay much of a premium for such targeting.
• Interactive television: Seventy-five percent believe that interactive television will be an effective source of lead generation, but only 28% plan to spend more on interactive ads in 2010 as an alternative to the 30-second TV spot. Advertisers may want to see the interactive television advertising landscape further develop before they increase spending.
• Brand-specific commercial ratings: An overwhelming 82% are interested in having ratings for individual commercials (also called brand-specific commercial ratings) available for analysis.
• Online video ads: Forty-six percent of advertisers plan to spend more on ads in online video/online television shows in 2010 as alternatives to the traditional 30-second TV spot.
• Place-based video: Sixty-four percent agree that place-based video in stores, elevators, and other locations will become increasingly important.
• Overall effectiveness: Advertisers believe that television advertising is not as effective as it used to be. Sixty-two percent of respondents think television advertising has become less effective in the past two years.
• Clutter: Sixty-nine percent of advertisers would like fewer commercials in a pod in order to gain visibility.
• DVRs and video-on-demand: Sixty-six percent think that DVRs and video-on-demand will reduce (61%) or destroy (5%) the effectiveness of the 30-second television commercial.
• Shifts to other media: Advertisers plan to spend more on various forms of non-television media including social media (77%), web advertising (73%), search (59%), email (46%), and mobile (46%).
ANA members can download the complete report at www.ana.net/thoughtleadership.