Some of the details of the January survey of 78 major advertisers:
- 62% said TV ads have become less effective in the past two years
- 87% will spend more on Web advertising this year
- 44% are experimenting with TV ad models to work with consumer use of digital video recorders
- 49% are working on ad models for video-on-demand programs
- 87% said branded entertainment (such as sponsored shows) will play a stronger role in TV advertising in the coming year
An especially alert Radio Account Executive could probably name at least three opportunities that already exist in our Web tools that can not only take advantage of this trend, but provide valuable VBRs for contacting targeted prospects who could take advantage of the ideas.
