Ads "outside the box"?
media statistics
USA Today notes how increasingly difficlut it is for advertisers to make an impression on their audiences in this ad-saturated media environment. A report headlined "Advertisers forced to think way outside the box," posits that "TV used to be tops, but now marketers go for games, Net and product placements."
The piece quotes figures from J. Walker Smith, president of consumer and marketing watcher Yankelovich, who states that punters now encounter from 3,500 - 5,000 marketing messages per day, compared with 500 - 2,000 in the 1970s. The result, says Dan Howard, professor of advertising and consumer behavior at Southern Methodist University's Cox School of Business: “There are so many ads out there that consumers actively avoid commercials today to an extent never before realized. . . . No matter how many more ads we put out there, it's not going to work . . . because it's not registering.”
- More consumer control and more marketing white noise will be a big part of the buzz among industry leaders this week in Cannes — particularly what it means for mass-market TV advertising. The TV commercial remains the biggest source of revenue for the ad industry — and for the networks that sell the time. Marketers put 38% of all ad dollars spent in 2004 into TV spots, according to TNS. But the cash cow now is getting a run for its money from more narrowly targeted upstart ad venues, such as the Internet, video games, TV and movie product placement, and event marketing. Most of the new choices promise lower-cost ads that are harder to ignore. Advertisers are starting to ask whether TV is worth the price. Some observers see a future of ad campaigns that include TV spots, but as part of a creative mix of media that work together. A campaign might also include elements that reach consumers spending more of their time on the Web, on mobile phones, reading text messages or playing video games. And TV spending might be split between commercials and product placement that DVR users can't skip over.
posted by hdougie at 6/24/2005 08:32:00 AM
1 Comments:
This media blog is very interesting to me. My career aspirations are to one day be in advertising, making ads for magazines and billboards. But in this articles, it seems that these, along with tv commericals, are going to be dinosaurs by the time i become apart of the workforce. I agree that these forms are becoming a thing of the past. My opinion with the tv commercials is that they just have become to annoying to the public. No one wants them to interrupt there shows, and no one stays to watch them. Some dont even make sense and are stupid. I think that the advertising and marketing industry should think about downsizing there activities with tv commercials. It is their major cash cow, so dont stop it completely, but trying to press on harder with it and creating a larger commercial industry i think will ultimately destory it.They should focus on more advertisements in the digital world; pawn pilots, cell phones and the internet. Balance it out among all forms of media, so that one of the markets doesnt go overboard and kill itself.
-Michael Richardson
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