Ask a group of senior client, agency and media executives how the ad industry will change in the future and you’re likely to get some interesting answers. The Association of National Advertisers took such a poll last month at its Everything Video Forum. Here are some of the responses:
79% of respondents said a 52-week TV season is the right model to use going forward, with only 21% saying the networks should stick to a traditional fall kickoff.
55% of respondents think branded products in movies and television shows enhance the overall brand image; 34% think branded products can appear forced, or too “commercial”; and 11% think this marketing strategy has no image impact.
42% said they believe brand-specific commercial ratings will become a reality within one to three years; 43% think it will be more than three years out.
5% think the industry is within one year of having brand-specific commercial ratings; 9% of respondents said that will never become a reality.
53% of respondents think that in five years, their preferred way of watching their favorite TV program will be recorded through DVR; 22% think it will be watching it in real time; 14% think it will be downloaded onto a personal viewing device; and 11% think it will be online through the computer.
54% of client-side marketers polled said online video advertising is already a part of their media mix, while 30% said they will have online video advertising as part of their mix within one year.
Source: Association of National Advertisers
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