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For Marketing & Advertising Professionals

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April 14, 2006

Advertisers Face TV Reality

by Peter Kim

with Josh Bernoff, Jennifer Joseph

This is an excerpt

Executive Summary

Forrester and the ANA (Association of National Advertisers) surveyed 133 national advertisers representing almost $20 billion in ad spending. More than three out of four told us that traditional television commercials have become less effective in the past two years. As a result, advertisers are formulating strategies to coexist with digital video recorders (DVRs) and are both shifting their spending online and experimenting with new TV ad formats and placements. Respondents also cited measurement as a particular problem with TV. Advertisers need to invest more in measurement and targeting to make television work again, while networks need to support change by reconsidering long-standing processes, improving measurement platforms, and refocusing on their content.

TABLE OF CONTENTS

  • Advertisers Formulate Strategies To Coexist With DVRs

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This is an excerpt

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