A survey by the ANA (Association of National Advertisers) shows that nearly half of marketers (47 percent) increased television advertising budgets since 2009. Thirty percent of respondents said that budgets remained the same, while 23 percent noted their budgets decreased.
Television is still the top media platform for advertisers. However, 60 percent of respondents indicated that television is facing stiff competition from other media. Other threats to television advertising’s effectiveness include: Fractured attention, due to surfing the Internet and/or texting while watching television (57 percent); and commercial avoidance due to the use of DVRs (56 percent)
At the same time, respondents identified opportunities associated with TV advertising. The top two are comparable metrics across all media, and video/commercials extending to the Internet, mobile devices, etc.
The vast majority surveyed are interested in receiving individual commercial ratings (82 percent). This finding supports a recent ANA initiative that found a growing desire for reporting brand specific commercial ratings.
“There was much chatter in the past about the television medium and 30 second spot being dead, but this survey has shown that TV advertising is very much alive–perhaps even more so than in the past,” said Bill Duggan, group executive VP, ANA. “Even with the risk of competition from other media platforms and the use of DVRs, there are still many opportunities for marketers to optimize TV into their marketing mix.”
In regard to television and marketing strategy, survey findings suggest that there are differences between how business-to consumer marketers are leveraging TV for growth compared to business-to-business marketers. Since B-to-C companies tend to have a broader consumer base and a larger advertising budget, television advertising may be a more effective media channel for them. This is demonstrated by the fact that 64 percent of B-to-C marketers reported that their television budget has increased over the past two years, compared to 27 percent of B-to-B marketers. On average, more B-to-C marketers surveyed (36 percent) said that television advertising has become increasingly important to their marketing strategy in the past two years. By comparison, just 13 percent of B-to-B marketers agreed with that statement.
This survey was conducted online by the ANA during July and August of 2011. In total, 135 client-side marketers responded. On average, respondents of this survey have 15 years of marketing experience.
Apple and Google Face UK Investigation Into Mobile Browser Dominance
Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.
The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.
"This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."
The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."
And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.
Both companies said they will "engage constructively" with the CMA.
Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.
Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."
It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More