TV ad effectiveness on the upswing


According to the sixth ANA/Forrester survey of more than 100 national advertisers measuring marketers’ attitudes toward TV/video advertising, there’s a renewed belief in the effectiveness of television advertising. Compared to 2010, the number of respondents who believe TV ads have become more effective in the past two years has tripled.

In addition, respondents express a growing confidence in set-top box data that has the potential for TV ads to be targeted at specific customer groups. In fact, nearly three-quarters of marketers expressed a strong interest in targeting their advertising to addressable audiences, making use of this new behavioral and demographic data to place television ads.

76% of respondents to the ANA/Forrester study of national advertisers said their media budgets will remain stable this year. TV ad spend will account for 47% of media budgets, a 6% increase from reported budgets in our 2010 survey.

Other findings:
— Growing confidence in alternative measurements. While Nielsen data remains the most trusted data source for TV media purchasing decisions, marketers express a growing faith in set-top-box data. 72% of respondents believe the quality and accuracy of set-top-box data will improve in the next few years, and 47% see unique visitors/watchers as the eventual industry standard for cross-platform audience measurement.

— Experimentation with advanced ad placements. Nearly half of respondents are testing or planning to test advanced TV ad placements in the next 12 months via platforms such as video on connected TVs. With the growth of second screens, 18% of respondents have already implemented synchronized ads, and another 31% will try out this strategy in 2012.

— Prioritization of digital ad spending. Digital remains a top priority for respondents. 70% plan to spend more on web ads this year, followed closely by social media and mobile. In fact, mobile ads top the list of video alternatives to the linear 30-second spot that respondents will likely spend more on in 2012.

— Improved perception of agency skills relative to TV. Compared to 2010, respondents view their agency partners as better equipped to help navigate the changing TV ad landscape. Sixty-two% of respondents, a 10% increase over 2010, believe their media agency is well-equipped in this arena.

The results will be presented at the ANA’s TV & Everything Video Forum in New York on 2/16. Respondents to the ANA/Forrester survey include 124 advertisers across 16 major industries. The survey was conducted during 12/11 and 1/12. Full survey results will be available to ANA members and select Forrester clients in an upcoming Forrester report: “TV Effectiveness Is On The Upswing.”