Money for nothing and…
Gearing up to spend those big bucks on television advertising? Sure, TV's doing just fine. Just look at the nearly one hundred million votes they got on American Idol. Obviously people are watching.
Except when they aren't. Within 2 years, nearly one out of five television ads will be skipped due to DVR usage. And American Idol? 3.3 million people watched this season on a DVR. That sounds to us like 3.3 million people skipping ads.
Diminishing returns, for sure. The good news? TV advertising is about to get cheaper. The prediction is that CPMs will start to come down after this year. But of course, you get what you pay for. And those eyeballs are fewer every day. Time to turn on the ol' ROI calculator and figure out what's next.
Here's one idea: Ad Age has some tips for effective viral videos. Get your 10,000,000 views online instead, like this T-mobile video has done since January. And just think of all the fun metrics you get when your advertising is online.
