• by Jack Loechner , Staff Writer @mp_research, March 2, 2008

According to the fourth biennial TV & Technology survey conducted by the ANA and Forrester Research to measure the impact of technology on the television landscape, based on 78 leading advertisers across all major industries and categories, a majority of marketers believe that television advertising has become less effective in the past two years, but are interested in exploring new ad formats and new forms of video commercials.

Findings of the study include the following:

Sixty-two percent of marketers believe television advertising has become less effective in the past two years, though close to half of the respondents have already started to experiment with new ad types to work with DVRs and VOD programs.

• Advertisers are eager to try new ad formats, says the report, including ads in online TV shows (65 percent), ads embedded in VOD (55 percent), interactive television ads (43 percent), and ads within the set top box menu (32 percent)
• Eighty-seven percent of advertisers believe branded entertainment will play a stronger role in TV advertising in the coming year
• Over 50 percent of marketers reported that when half of all TV households use DVRs, they will cut spending on TV advertising by 12 percent

Bob Liodice, President and CEO of the ANA, says "... the TV industry is working to address marketer's issues related to... the changing TV landscape... in collaboration with the TV industry, marketers will continue to find the most effective and innovative ways to reach their customers through the TV medium, utilizing the emerging technologies... "

Additional insights from the study include:

• Two-thirds of respondents indicate that C-level executives are watching the changes in TV advertising more closely, up from 54 percent two years ago
• Only 28 percent of respondents reported that their media agency is ill-equipped to address the changes in TV advertising, compared to 47 percent two years ago
• But 47 percent of marketers indicating that their creative agency was still ill-equipped to help deal with changes, a slight improvement from 55 percent of marketers two years ago

For more information about this study, and the complete availability, please visit the ANA here.