Tuesday, 22 July 2008

TV still Reigns King with Ads

As the Internet and mobile services increase their foothold in the advertising industry with their highly personalized content delivery model, traditional media such as TV advertising is still considered the best way to obtain repeatable audiences during the flight of an ad campaign says In-Stat.

The high-tech market research firm believes that people in the online and mobile industries lack an understanding of how traditional TV works and that although considered complex, the incumbent TV program services will continue to control how advertising dollars are spent.

"Advertising buyers understand the current complex nature of the US media delivery industry, and it will take them time, effort, and education to learn how to adapt what they already do to the new hardware-based opportunities that seem so promising," says Gerry Kaufhold, In-Stat analyst.

Seeing that the “one ad fit all” model is no longer applicable with advertisers yearning to become more relevant to their audience, new technologies such as Set Top Box, PC and mobile devices will become popular with time as well says In-Stat.

"Customer-specific advertising that targets identifiable ethnic, cultural, language, or special interest audiences will see above-average growth rates through 2012. Geographic and Hardware-based advertising from Cable TV operators will surge forward beginning in 2010."