The long-term future of television’s traditional 30-second advertising spot continues to look gloomy as advertisers doubt its effectiveness and look for alternatives.
The latest salvos against the television ad came as global consumer group Unilever announced it had cut its television advertising budget by 20 percent over the last three years, and European broadcasters questioned the effectiveness of television ads in a world of multiple, fragmented digital channels and the proliferation of digital recorders that make it easier to skip ads.
Consumer products giant Procter & Gamble, which helped popularize the concept of mass marketing via television, is also shifting its focus from the 30-second ad to the seven seconds when a consumer notices a product on a store shelf and decides whether or not to buy.
To tackle this previously neglected point of marketing, Proctor & Gamble have created a division called First Moment of Truth to produce more noticeable and effective in-store marketing, The Wall Street Journal reports.
Unilever said the advertising spend culled from television ads had gone to outdoor and Internet advertising as well as sponsorships.
Although it is too soon to write the final obituary for the traditional television ad, the message is clear: the time of building brands and adverting campaigns around television with other marketing channels dutifully following has passed.