Advertisers Hit Fast Forward On Move Away From Typical TV Ads
from the brought-to-you-by... dept
The “upfronts” for the fall television season — when broadcasters preview their schedules and marketers buy the bulk of their ad time — begin next week, and it’s already obvious that the dynamics of the TV ad market are changing. Not only are advertisers holding back money to spend on new-media ads, broadcasters are also diversifying what they have to sell through multiplatform offerings, like broadband video, podcasts, mobile content and more. Advertisers seem to be leading the way — with their spending — away from the traditional 30-second TV ad as the cornerstone of the TV market by trying new formats to adapt to people’s changing viewing habits. Part of this change requires them to understand that advertising needs to be compelling content on its own, which is the thinking behind a new offering from TiVo that lets users call up advertising content from companies and products in which they’re interested. These aren’t ads per se: a couple of examples are cooking videos from a food company, or a Penn and Teller skit with a particular car shown in the background. The other part of the change requires new business models to deliver content in a format viewers want, while figuring out how to pay for it. To that end, Warner Bros. has said that local stations that syndicate one of its shows will also get the rights to stream it online in exchange for a split of the ad revenues the episodes generate. While there are plenty of nits to pick with the plan — only five episodes at a time, no downloads and so on — at least they’re making some progress. But with advertisers’ interest in new-media ads that give them better and more measurable returns than the normal network TV commercial growing, things might start moving quite a bit faster. So while many of these early moves are little more than experiments, broadcasters and advertisers will eventually figure out what works and find quite a bit of that “lost” revenue.