|
Digital video recorders let TV viewers record programming and skip
over commercials easily. According to reports, customers have been
welcoming this new tool as the latest additional feature of their
television set.
Some crucial findings made by Forrester include:
* 75 per cent of the 55 advertisers surveyed plan to cut spending
on TV commercials. 63 per cent would reduce their television ad
budget by 20% and more.
* 75 per cent of them will hug internet as the advertising medium
while 55 per cent will adopt internet search engine marketing techniques.
* More than 90 per cent want new measurements for TV ad ratings
and program viewing.
* 75 per cent want to innovate with their content and programming
to enliven their brand campaigns.
* 50 per cent of the advertisers surveyed will shift their advertising
medium to radio and magazines.
According to the survey, some advertisers are also planning to
experiment with their TV advertising strategies by adopting community-targeted
campaigns. Innovative ways of TV advertising methods like screen
badges and interactive ads that would bypass digital video recorders
are also under consideration.
As the confusion is spreading and new tactics are on the anvil,
a smart move from TiVo will see the company unveiling a feature
targeted at advertisers who spend a lot of money on television commercials.
This new feature will bring web-like, interactive advertisements
to TV. This tool enables consumers to run commercials they are interested
in, while their show continued recording in the background.
|
