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(I should apologise for bringing you here by illicit categorisation and tagging, but I won’t. You might have wasted just 10 seconds. Hopefully you will make the choice to change someone’s world in less than a minute).

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US Marketers Losing Confidence in TV

<Update 03/02/08: More advertising shifts here>

Whether traditional TV advertising has truly lost its power, marketers and advertisers are already eager to find alternatives. The US based Association of National Advertisers and Forrester Research’s fourth biennial TV and Technology survey shows a dramatic loss of confidence in the medium as the industry gears up to explore new ad formats and forms of video commercials.

Wow.

There is a bit of me that is surprised that someone somewhere still feels the need to research TV and marketing; but with so much money spent on TV advertising it is very understandable that TV is being scrutinised so heavily, and for so long.

Here’s the science bit…

• 2/3s of C-level-executive respondents said they are watching the medium closely, up from just half two years ago
• 87% of respondents said they were going to be spending more on web ads in the coming year.
• 62% percent of marketers believe traditional TV ads have become less effective during the last two years.
• 50% of marketers reported that when half of all TV households use DVRs, they will cut spending on TV advertising by 12%.
• 87% percent of advertisers believe branded entertainment is the key to TV advertising in the coming year, and 65% of them are eager to try ads in online TV shows.

And emerging technologies continue to lure marketers looking to experiment.

• 43% would like to try interactive TV ads
• 55% are interested in ads embedded in VOD; and
• 32% would like to try ads attached to the set-top-box menu.

With the proliferation of new media, media agencies have stepped up their game to help clients deal with the changes. Two years ago, just under half the agencies reported they were ill-equipped to address changes in TV advertising, whereas only 28% did so this year.

But quite surprisingly it is the creative agencies that are falling behind, according to marketers:

• 47% of them said their agency was ill-equipped to deal with the changes, a mere 8% improvement from two years ago.

By the way the study was conducted in January 08 and is based on a survey of 78 leading advertisers across all major industries and categories in the US.

Filed under: Advertising, Analyst, Business, Forrester, Measurement, Media, Online, Research, Strategy, TV, digital, marketing, technology , ad formats, Advertising, Advertising confidence, ANA, Association of National Advertisers, Forrester Research, TV, TV Advertising

6 factors that make a marketing leader successful

Forrester’s Marketing department do a great job, and they have cut me a very personal email called the Marketing Leadership home page, which has 6 Success Imperatives – the 6 factors that make a marketing leader successful.

Needless to say each imperative leads to a report that I can’t share, but I can share the imperatives themselves!  They are;

1. Harness emerging customer trends.  Find the results of global Consumer studies which expose how consumers change their interaction with brands, media, and each other.

2. Thrive on market and technology change. Markets and technologies change rapidly, and effect how your firm manages consumers, content, processes, and business partners. This imperative will help you set priorities and select the right tools and markets to stay ahead of your competitors.

3. Differentiate the brand experience. Brand loyalty continues to drop as product cycles shorten and consumers turn away from advertising. To differentiate your brand from the pack, and justify high margins, find the latest research on brand and loyalty management.

4. Optimise the marketing and media mix. “Half of the marketing budget is wasted; we just don’t know which half” no longer holds true. With new marketing and media planning tools and methods, you can raise the return on every marketing dollar and develop effective multichannel campaigns.

5. Build influence across the company. The role of the CMO is evolving from “market communications” to corporate business strategy, putting the customer first in everything the firm does.

6. Create and nurture high-performance teams and partnerships. The changing role of marketing forces leaders to review their organisation, skills, and partners.

Sound advise as usual from Forrester, who I have to say have always been my favourite analyst co.

Filed under: Analyst, Branding, Business, Customer service, Forrester, Measurement, Media, Planning, Research, Strategy, marketing, technology , 6 Success Imperatives, Advertising, Brand, change, CMO, Forrester, Leadership, marketing, Media, Research, trends