Meet the demands of the on-demanders

Chuck Kapelke

Television is increasingly becoming an 'on demand' medium. The benefits of this development for advertisers are discussed in this article.

Meet the demands of on-demanders

Chuck Kapelke

Earlier this year, when the ANA and Forrester Research surveyed 133 national advertisers about their attitudes toward television advertising and the impact of new video technologies, the findings were, at first glance, anything but glowing for the original glowing box. Seventy-eight percent of respondents agreed that traditional TV ads have become less effective the past two years, and almost 70 percent said the evolution of digital video recorders (DVRs) and video on demand (VOD) will either “reduce or destroy the effectiveness of the standard 30-second commercial.”

“The future of TV must be digital,...

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