Interactive Killed the TV Star

BuzzMarketing.com claims there are "7 things you should know about traditional advertising," in comparison to the alternative media services they offer. Upon clicking the link, the reader is basically told the same thing seven times, that TV advertising is dying. In class we briefly discussed that big name companies are gradually moving to more interactive, guerrilla and viral initiatives, but BuzzMarketing.com puts this claim into numbers quoting that "78% of the top 133 marketers" feel that their television advertising fails to pack a punch. Furthermore, they definitely justify the rumor that "big name companies" are movie out, by stating a fact from AdAge that both Coca-Cola and Johnson&Johnson decided not to participate in television upfronts this go around. I knew that television was part of a traditional advertising model, but I did not recognize television to be the embodiment of it.

Brad Templeton, EEF chairman, software entrepreneur and self-proclaimed troublemaker, has a blog about ideas. These ideas range from "backwards middle airplane seats" to "making instruments with the human voice". With his thoughts running the entire gambit, it makes sense that he would also come across the conundrum currently facing TV advertisers and advertisers in general. He presents his opinion of the latest phenomenon in TV, Tivo, and makes some possible suggestions of how to increase the interactivity, most already employed: product placement, DVD encryption and interactive ads. Basically, Brad is saying "TV, you better come up with some ways to force me to watch ads, because with the current technology, I simply don't have to." This is really at the root of the problem with TV. But, even if viewers were forced to watch commercials, the engagement factor would be nowhere near the level of viral videos or advergames which consumers actually elect to be exposed to.

Interestingly enough, at the same time that big business is thinking twice about TV advertising, Television Advertising.com is focusing on convincing small businesses to break onto the TV scene. They site a major difference in the type of Television advertising they are advocating, which is "Immediate Response TV" versus those focusing on brand image. It makes sense as being a quick way to reach a lot of people. However, it must be tough encouraging small businesses with equally small budgets to invest in a historically expensive media...especially when cheaper, more engaging media exist.