Atomic Direct, LTD

Tech Needs TV

More Confirmation of Traditional TV’s Advertising Strength

Posted by Doug Garnett October - 10 - 2011 - Monday

The “radicals” who envision an internet take-over of the entire advertising world have been telling us for years that TV was dying. But not only won’t it die — it just keeps getting better.

The radicals loved the idea of TiVo killing off all TV advertising. So we heard about it – endlessly. As a result, advertising agencies exerted tremendous angst re-structuring their lives without TV. And then, after more than a decade, it turns out TiVo has made TV advertising even more effective. (Link here.)

Now, news today in this MediaPost article (link here). Here’s a few high points…

Traditional TV ad spending has increased every year since 2009 and is projected to increase through 2013 (the last year projected).

TV’s shift is an outstanding increase for Cable (12%) and a small, but significant, decrease for broadcast (2%)

TV’s alter ego (online video advertising) will get 2 out of ever 5 dollars of local online ad spend – or somethint like that.

I’ll agree with anyone who wants to challenge me on the logic of “if advertisers are putting their money there it must be effective”. We need always be cautious of putting too much into these spending numbers. The last 10 years have been filled with advertising lemmings following other marketers into massive spending online just because it was the thing to do. (And, yes, online ads can be exactly the right choice in certain situations.)

But I think these TV numbers are a bit different because (a) TV is well established and therefore pretty well understood and (b) those of us in the TV business know that only TV can drive massive change quickly when you need communication.

So follow Apple’s lead. (And now Amazon’s.) When it’s right for you, TV builds your business like no other medium.

Copyright 2011 – Doug Garnett – All Rights Reserved

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Doug Garnett, DRTV and Technology Industry Expert

Doug Garnett is founder and CEO of DRTV agency Atomic Direct and a leading expert on innovative uses of DRTV, infomercials and other in-depth TV and non-TV messages to build brand and drive sales.

Doug has been working in and around the technology field for 27 years. After starting in aerospace, he spent 5 years selling and marketing supercomputers. Since shifting to advertising, his clients have included AT&T, IBM, Apple, Disney Mobile, Ugobe, Presto, and Netpliance.

Doug sits on the editorial board of Response Magazine, is an adjunct professor of general advertising at Portland State University, and is a member of the Jordan-Whitney Greensheet Panel.

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