Poll on TV Ad Trends Shows Money Moving to New Media

The Association of National Advertisers and Forrester Research have released a study of television advertising trends, and the results look good for online video (not to mention a reporter who rang the death bell for the 30-second spot).

ana_logo.jpgOf all the new formats the industry is eyeing, 65 percent of advertisers surveyed were looking to try ads in online shows, compared with ads embedded in VOD (55 percent), interactive television ads (43 percent) and ads within the set-top box menu (32 percent). And 87 percent of the same group said they intend to spend more on web advertising in 2008, which can only be good news for new media.

For producers looking for sponsors, 87 percent of advertisers believe branded entertainment — from sponsor shout-outs to product placement — will play a stronger role. That appears to already be taking place. Johnson & Johnson is running a wholly sponsored, straight-to-web series of advertorials, which Chris Albrecht profiled last week, and today Kraft announced a partnership with ad agency Ogilvy & Mather to produce webisodes tied to the Tassimo coffee maker.

But the stat that really jumped out at me claims that over half of the marketers polled said that they’d cut television advertising budgets by 12 percent once DVR penetration had reached half of American homes. Where’s that money going to go? The answer will presumably be at the 2008 ANA TV & Everything Video Forum, where the full results of the report will be released. Yahoo will be doing their part to bring that ad money online by sponsoring the opening day’s continental breakfast.

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