The jingle days are dead

Most marketers say television advertising has become less effective in the past two years, but many are interested in exploring new ad formats and forms of video commercials, according to the Association of National Advertisers and Forrester Research, MarketingCharts writes.

Among the major findings of the fourth biennial TV & Technology study:

• 62 percent of marketers say TV advertising has become less effective in the past two years.
• 87 percent of respondents say they intend to spend more on web advertising this year.
• Advertisers are eager to try new ad formats, including ads in online TV shows (65 percent), ads embedded in VOD (55 percent), interactive television ads (43 percent), and ads within the set top box menu (32 percent).
• Close to half of the advertisers surveyed have already started to experiment with new ad types to work with DVRs and VOD programs.
• 87 percent of advertisers say branded entertainment will play a stronger role in TV advertising in the coming year.
• Over 50 percent of marketers report that when half of all TV households use DVRs, they will cut spending on TV advertising by 12 percent.
• 72 percent of marketers are very interested in having individual commercial ratings rather than average commercial ratings.

MarketingCharts has additional findings and insights from the study.

The full survey findings will be unveiled at the ANA's TV & Everything Video Forum on February 28, at the New York Marriott Marquis, Times Square.