With the increasing adoption of DVRs, video-on-demand, and video web sites, television broadcasters and advertisers are growing correspondingly worried. More and more people are skipping more and more ads. However, it is premature to sound the death knoll.
Although people are not sitting through ads the way they used to, there are still many television ads that are effectively communicating their messages. What shows do you watch on TV? What ads do you remember? Ask your friends the same questions. I doubt you'll find anyone who doesn't quickly remember a few commercials.
Marketers can no longer assume that they have a captive audience, but we do have an audience - a significant one - and we can reach it with effective ads as part of an overall communications strategy. Moreover, now is an opportune time to revisit television because of better segmentation and lower prices.
Domus is a full service marketing communications firm based in Philadelphia. We develop effective communications programs by combining classic marketing principles with modern execution. Please visit our web site at http://www.domusinc.com for more.