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    電視廣告不死

    電視廣告不死

    Katherine Ryder 2012-03-05
    持續數年低迷之后,電視廣告正在強勢回歸。2012年,電視廣告相對數字廣告的優勢將盡顯無疑。

    ????盡管數字化廣告具有光明的發展前景,但很多負責廣告業務的高管依然堅信,對受眾吸引力最強的方式還是30秒電視廣告,比如今年克萊斯勒公司(Chrysler)在超級碗(Super Bowl)比賽期間播出的廣告。廣告中,克林特?伊斯特伍德穿行于黑夜的暗影中,剖白戰勝艱辛的心路歷程,令人熱血沸騰。一幅幅美國工業社會的生活場景如同精心制作的卡片一樣,依次展現在電視熒屏上。網絡廣告怎么比?

    ????有些廣播電視網認為自己找到了進一步提高電視廣告效果的良方。想象一下,比如喬?史密斯需要買一輛新車,他突然想支持一下美國貨,于是他按下遙控器上的按鈕,立刻就接收到了福特汽車(Ford) F150車型的各項信息,甚至包括購買地點。稍后,喬的妻子薩利看到了最新的索尼手機廣告。屏幕上的手機看起來造型優美且時尚,讓薩利很是心動。她只需按下按鈕就能馬上擁有自己喜歡的手機。廣告業內人士稱,這正是廣告業者長期以來的終極追求。

    ????互動式電視廣告不僅能讓廣告客戶準確定位觀眾,還能讓觀眾隨時購買他們看到的產品。過去十多年來,這種廣告一直傳得天花亂墜。但最近,這種設想獲得了切實的動力。電視廣告收入在2009~2010年期間持續下滑,廣播電視業者擔心,30秒電視廣告將逐漸被后來居上的數字化廣告所取代。數碼攝影機的出現更加深了他們的憂慮:以前被動觀看廣告的受眾現在可以選擇跳過廣告片。

    ????然而,曾經在開發互動式電視廣告方面很有發展前途獨木舟創業公司(Canoe Ventures)卻于上周宣布了停業的決定。該公司原來的經營理念很有意思:2008年,包括康卡斯特有線電視公司(Comcast)和時代華納有線電視公司(Time Warner Cable)在內的六家競爭性有線網絡,合作開發互動式電視廣告并通過機頂盒進行播放。然而不久之后,他們的業務就遭遇了金融危機的沉重打擊,廣告收入全線下跌,最后這六家公司發現,這樣的合作難以為繼,市場對這一理念的接受度也不夠高。只有2,500萬戶家庭安裝了這種能接收互動式廣告的機頂盒,對很多大眾品牌來說,因為受眾群體太小,這項技術并不值得投資。

    ????幸運的是,關于電視即將退出歷史舞臺的說法也逐漸式微,這對電視網絡公司來說無疑是個好消息。美國電視觀眾數量不斷增長。雖然人們也花時間上網,但電視仍然是美國人閑暇時最重要的休閑活動。據美國國家廣告協會(ANA)和弗雷斯特研究公司(Forrester Research)所做的一項聯合調查顯示,過去兩年內,在接受調查的一百名廣告業高管中,認為電視廣告將更為有效的人數比例翻了三番。該調查還預測,今年電視廣告費用預算將占媒體投入總預算的47%,比2010年增加了6%。美國國家廣告協會數據顯示,數字化廣告預算將占到全部廣告預算的14%。

    ????電視廣告投入回升的原因之一,很可能是因為網絡廣告的效果難以衡量。人們可以通過各種不同媒介看到廣告,比如電腦、iPad和安卓(Android)手機,廣告客戶很難確定哪種廣告投放途徑最為有效,以及最終廣告受眾是誰。一位廣告業高管表示:“相比難以捉摸的數字化世界,電視廣告效果更容易衡量?!彪m然數字化廣告能夠提供精確的點擊量數據,但是它提供的人口統計學信息仍然無法與電視相比。

    ????Despite the promise of digital advertising, many ad execs still believe that the best way to captivate an audience is the 30-second television spot. Take, for instance, Chrysler's Super Bowl ad this year. Clint Eastwood walks amidst the shadows, delivering a dramatic monologue about triumphing in hard times. Industrial scenes of American life fold down like beautifully crafted playing cards, one after another, on the screen. How can a banner ad compete with that?

    ????Some networks think they've found an answer: taking the 30-second spot a step further. Imagine if Joe Smith, in need of a new car and suddenly feeling patriotic, presses a button on his remote and instantly receives more information about a Ford F150 (F), including where he can buy one. Meanwhile, Joe's wife, Sally, watches a later ad for a Sony phone. The product on the screen is sleek and modern, and Sally wants it. She can turn her emotion into ownership, purchasing the phone with the click of a button. This, according to industry insiders, is the holy grail of advertising.

    ????Interactive television advertising (ITV), which allows advertisers not only to target an audience but also to allow a viewer to buy what he or she sees, has been touted for over a decade. But more recently, the idea has gained traction. With TV ad revenues falling in 2009 and 2010, networks feared that growth in the digital industry was slowly displacing the 30-second TV ad. The advent of the digital video recorder prompted further worries that a formerly captive audience could now skip commercials altogether.

    ????Yet Canoe Ventures, one of the more promising attempts at developing ITV, shut its doors last week. The firm had an interesting idea: six competing cable networks, including Comcast (CMCSA) and Time Warner Cable (TWC), joined forces in 2008 to see if they could develop interactive TV commercials, delivered through a set-top box. The financial crisis quickly dented their plans, depressing ad revenues across the board and, over time the six competing companies found it increasingly difficult to collaborate. The market really ever caught on to the idea, either. Only 25 million homes installed the set-top box to receive an interactive ad—too small a penetration for many mass-market brands to invest in the technology.

    ????Luckily for the networks, the narrative about the death of TV now seems to be dying itself. TV viewership is growing, and television remains the single most important leisure time activity in the United States, despite the time Americans now spend online. According to a joint ANA-Forrester Research survey, the number of 100 advertising executives polled who believe TV ads have become more effective in the past two years has tripled. The survey predicts that TV ad spending will account for 47% of media budgets this year, a 6% increase since 2010. By comparison, according to the ANA, 14% of advertising budgets will be spent on digital ads.

    ????One of the reasons TV ad spending is back in favor may well be confusion about the impact of Internet ads. "TV is still much easier to measure than the elusive digit world," says one advertising executive. People view advertising on so many different devices—a computer, an iPad, an Android—that advertisers have difficulty understanding whether their ad is being delivered in the most effective way, or who's watching it. Digital ads provide accurate click-through data, but in terms of demographic information they still don't compare to television.

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