Effectiveness of TV advertising is decreasing

The impact of television advertising has declined over the last couple of years.

That is according to a recent study from the Association of National Advertisers (ANA) and Forrester Research, which has revealed that 62 per cent of marketers maintain that television advertising has become less effective in the last two years.

It was also discovered that advertisers were keen to experiment with new ad formats, with 65 per cent saying that they would like to try ads in online television shows.

A further 43 per cent of advertisers said they were eager to try interactive television ads.

Commenting on the findings, Bob Liodice, president and chief executive of the ANA, said: "As marketers embrace the richness of new advertising avenues outside of the traditional TV format, the TV industry is working to address marketers´ issues related to ratings and the changing TV landscape.

"Marketers, in collaboration with the TV industry, will continue to find the most effective and innovative ways to reach their customers through the TV medium, utilising the emerging technologies available to them."

© Adfero Ltd