Local Onine Advertising.. and TV?

Writing by Brick Marketing on Saturday, 31 of May , 2008 at 8:45 am

The viability of marketing profits from live television has been in question for years. As time moves and technology improves, viewers, once chained to the chair and forced to sit through commercials, are now captains of their domain; using TiVo and DVR to skip advertisements and renting entire series on DVD, avoiding the promotions all together.

This makes companies, who traditionally advertised their local business on TV, very twitchy.

The situation grew even more dire for local advertising on live television when the 2008 statistics began to show that many viewers are embracing TV on the web, essentially downloading or streaming their favorite show on their computer…with nary an add in site.

emarketer.com has in interesting blog up on the online television trends.

“Unfortunately, while online users are viewing more content,” says Ms. von Abrams, “producers, broadcasters and advertisers are seeing little return on their online TV ventures.”
The proven formulas for making money from television content are under threat.
“Historically, broadcasters’ profits have depended on restricted access to their material—viewers had to tune in to a broadcaster-owned channel and watch advertising that covered the costs of program production, promotion and distribution,” says Ms. von Abrams. “Advertisers paid a lot to be seen in prime TV slots on these channels, and (until video recording arrived) viewers could not avoid seeing ads.”

Companies will be forced to add an online television advertising strategy to their previously successful local TV ad campaigns in order to compete. Those companies that build a strategy to embrace a new online local TV marketing campaign will be ahead of the game.

Category: Local Online Advertising

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