Online Branding Picks Up Where 30-Second TV Spot Leaves Off

The Center for Media Research highlights a recent survey by the Association of National Advertisers (ANA) and Forrester Research, which found that 78 percent of advertisers think traditional television advertising has become less effective in the past two years. In fact, 70 percent of more than 100 national advertisers surveyed think DVRs and video-on-demand will reduce or destroy the effectiveness of traditional 30-second commercials.

One way advertisers are dealing with it? Turning their budgets to online branding. One of the key highlights from the survey says 80 percent of advertisers will spend more of their advertising budget on Web advertising and 68 percent of advertisers will look to search engine marketing.

The article says advertisers plan to spend their advertising budgets on the following:
- branded entertainment within TV programs (61%)
- TV program sponsorships (55%)
- interactive advertising during TV programs (48%)
- online video ads (45%)
- product placement (44%)

Internet advertising is only part of the mix, however. Online branding encompasses more than ever before and is now more synergistic with other forms of advertising and marketing. We believe this is a good indication that online branding is maturing from a stand-alone component into a necessary player with real, established value in integrated marketing campaigns.