Marketers to Change 2010 Ad Strategies

As marketers take stock of their position and what they’ve learned from the recession, some companies will be changing their ad strategies. In other words, they’ll be looking to produce less expensive ads for those expensive broadcast media pitches and looking for ways to more effectively snag consumer attention. Here are a few highlights from a recent Wall Street Journal article on this topic:

  • Split Screen: Marketers are tired of paying for ads that consumers zap through. And since consumers don’t seem to mind multi-​tasking, split-​screen TV ads will appear this year. For example, viewers can watch a sports team during a time out on one part of the screen while the ad plays on another part of the screen. Along with this trend, viewers will witness an increase in live TV commercials – worked into the text of the program.
  • Less Live Talent: To keep costs down, marketers will be using more employees to pitch products. And they’ll also be turning to animated and virtual characters. The reduced use of live talent will also help marketers avoid embarrassing “Tiger Woods” moments.
  • More Use of Consumer Generated Content: Countless surveys show the impact of positive comments made by product purchasers. To increase social networking appeal, marketers intend to use these comments and tweets in their mass media ads.

2010 may be a year of big changes for marketers. But writer Suzanne Vranica points out that some things won’t change. “Don't expect a letup in the rough-​and-​tumble sales pitches that hit the airwaves,” she writes. And viewers will see the direct and unfriendly comparisons between products offered by competing marketers to continue.

[Source: Vranica, Suzanne. “Fewer Actors, Other Trends…” Wall Street Journal, 12.28.09]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.