May 28, 2009

Laying The Groundwork For The Next Wave Of TV Advertising

by David Card

with Kim Le Quoc, Mary Beth Kemp, James L. McQuivey, Ph.D., Nate Elliott, Jean-Yves Lugo

Executive Summary (This is a document excerpt)

As consumers skip ads with digital video recorders, use video-on-demand, or multitask, the effectiveness of TV ads drops. Forrester found that 21% of the entire US population usually or systematically fast-forwards past TV commercials, and Early Adopters — i.e., high-income technology optimist consumers — spend only half of their time with live television. Marketing leaders must get ready for the future of television by accelerating integrated campaigns, experimenting with DVR-based and targeted advertising solutions, re-evaluating complementary media, and squeezing their suppliers.

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