Laying The Groundwork For The Next Wave Of TV Advertising

May 28th, 2009

David Card

Kim Le Quoc

With contributors:

James McQuivey, PhD , Nate Elliott , Jean-Yves Lugo , Mary Beth Kemp

Summary

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.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.