ClickZ: An On-Demand World
"The banner just doesn't work anymore."
Heard that one before? I surely have, and I agree that it doesn't work all that well for advertisers that don't plan well and don't have great creative, but it does work for those that do. What about TV? Does it work?
Media today are as cluttered as hell. New ad opportunities are on the rise. Look closely. You'll see the brighter stars have increased product placement in network and cable spots. Online advertisers aren't the only ones struggling with contextual relevance, clutter, and consumer control.
Seana Mulcahy gives out some stats like 42% of remote control users ignore TV ads, or 71% of TiVo users fast forward through ads. The advertising landscape is changing, and as Charlie Buchwalter, VP, Client Analytics, at Neilsen//Netratings says, "online is bringing back the creative." I think this'll happen across media as more and more advertisers realize how important creative is to the advertising experience.
