A survey conducted by Strata reportedly “polled nearly 100 advertisers in the fourth quarter of 2012 and found that spending toward TV and radio is declining. Forty-percent of respondents indicated that their clients were less interested in TV advertising and 32 percent were less invested in radio. Interest in print is down 60 percent year-over-year,” according to Brafton. “Meanwhile, 22 percent of agencies reported that the media landscape continues to evolve, and 76 percent say their clients use approximately three different channels to reach prospects.” Read more.
This debate has lingered for almost a decade: When--if ever--will digital media channels (web, mobile) surpass the traditional mass media--television and radio? Several years ago, it surpassed print. One question remains unresolved: Will companies replace TV advertising with Internet advertising, as some suppose, or will marketing organizations integrate online advertising and marketing with its TV advertising? If advertising on the recent Super Bowl forecasts the future, then integration will mark the new sophisticated marketing campaign.
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