Guest post by Albert Maruggi
It was the best of times, it was the worst of times. The classic Dickens line is most appropriate for describing advertising today. On the worst of times: Last year, TV advertising effectiveness continued to decline and few questioned the impact TiVo has on fast forwarding through the ads.
It was the best of times: Online video is fast becoming a destination of high value target demographics. On line video advertising is expected to grow 30% in 2009 according to eMarketer.
source: eMarketer
Joe Germscheid, of the advertising agency Fallon, believes in addition to changes in media buying, advertising will test new ways to engage and add value for consumers. Germscheid says challenging interruptive types of advertising will push agencies to new creative concepts. These new concepts will provide greater value for the consumer and more information for the agency and advertiser. The information exchange will draw each party toward each other for a richer experience, and perhaps a tighter bond.
I chatted with Germscheid before the National Association of Broadcasters show in April the highlights of that conversation are in the video below.
