National Advertisers Plan to Use More TV and Online This Year

Last week, I highlighted a report from Magnaglobal about the growing importance of TV. Several other organizations believe the TV format rules in ad effectiveness. And when TV advertising is combined with new targeting technology, marketers say they believe the format holds great promise for the future.

This news comes to us from the Association of National Advertisers (ANA) and Forrester Research who jointly surveyed national advertisers. The survey respondents don’t seem quite as optimistic as SMBs when it comes to advertising increases. This year, 76% of advertisers say their media budgets will not grow. But, they will adjust their media mix and TV will benefit from the change, picking 6% more for a total of 47% of the budget.

Part of the optimism for TV stems from new technologies. Advertisers are excited about these new trends:

  • Set-​top-​box data will allow them to track viewer behavior. Nearly half believe the number of unique visitors/​watchers will be the standard for measuring cross-​platform audiences.
  •  Advanced ad placement will become more common. Up to 18% of advertisers have already experimented with synchronizing ads that appear on both TV and a second screen – PC, tablet or phone. Many more advertisers plan to try this strategy this year.
  •  Agencies now possess expertise to effectively use the new TV ad tools effectively and can help marketers navigate this landscape.

"This survey confirms that the death of television has been greatly exaggerated," said Bill Duggan, Group Executive Vice President, ANA.The interest in TV this year will not eclipse the fast-​growing online format, however. A majority of large advertisers, 70%, will increase their digital, mobile and social spending in 2012. In fact, mobile ads will be second only to the 30-​second TV spot when the budget increases roll out.

[Source: ANA/​Forrester Survey: TV Advertising. Ana​.net. 16 Feb. 2012. Web. 6 Mar. 2012] 
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.