TV is not canned

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Giants are made not only by the products they sell but also how they go about selling their products.

In the case of Microsoft it has decided that the best way to sell the brand is not through web advertising but by a more subtle and old fashioned way. Television!

Jonathan Barnard, head of forecasting at Zenith Optimedia, the research unit of the world?s third-biggest ad company Publicis campaigns TV as the largest advertising medium.

?It has strengthened and is continuing to do so? Barnard opined in an interview. He estimates that TV ads will account for 42 percent of the $216 billion ad market by 2013, up from 37 percent in 2005.

Omnicon Survey

Amid the blooming web advertising scenario, Microsoft Corp. has come up with a strong backing for Television advertising and call upon advertisers not to forget the impact of traditional TV advertising.

?There has never been a better time for TV advertising to seize the moment?, reveals Microsoft advertising and BBDO worldwide, a unit of the world?s second largest ad company Omnicom Group Inc., in a study released Monday.

Microsoft?s backing has come at a time when WPP Plc (WPP) and Publicis Groupe SA ( PUB) are racing to expand their business into the web and Mobile Phone advertising arena to catch more consumer attraction.

The company has already declared in the Electronic Entertainment Expo held at Lasvegas last week that they are planning to offer live television service this year.

The survey was conducted among 1500 consumers in US, China, Russia, The UK and Saudi Arabia.

It was discovered that TV is a rich powerful medium and advertisers should continue making powerful ads for it.

Cannes

The?software giant Microsoft had?spent $1.6 billion on advertising last year. Now they were? targeting? top marketing executives gathered at ?the Cote d?Azur in Cannes as they find the right balance between traditional print and TV advertising and newer platforms such as computers, tablets and mobile phones.

The annual Lions advertising festival in Cannes, which started on 19 th , is the industry?s largest gathering of the best in the business.

At lavish parties, ad agencies including Ogilvy & Mather, Leo Burnett and Saatchi & Saatchi will schmooze with the marketers such as consumer-goods companies Procter & Gamble Co. (PG), Unilever and Coca-Cola Inc.

Speakers in Cannes this year include Eric Schmidt, executive chairman of Google Inc. (GOOG), whose Android operating system is the fastest-growing platform for smart phones that allow users to surf the Web and download music and videos.

Also present are Martin Sorrell, CEO of the world?s biggest advertising company WPP, Publicis CEO Maurice Levy, Time Warner Inc. (TWX) CEO Jeffrey Bewkes, AOL Inc. (AOL) CEO Tim Armstrong and Nestle SA CEO Paul Bulcke

Emotional Connection

Microsoft has reasons to hold up their recent mounting interest in TV advertising .One of the important element of the survey conducted byMicrosoft and BBDO analyzed consumers emotional connection with TV,PC?S and Mobile Devices.

While wireless gadgets are the ?most personal device and something users feel close to,? TV has the advantage that its audience is receptive and ?waiting to be entertained and humored,? the two companies said.

Surplus Advocates of TV

Microsoft and BBDO are not alone in their campaigns. There are a few others who believe in the concept of reviving TV ads.

In a speech on the changing scene of online media at Cannes Yesterday, Huffington Post co-founder Arianna Huffington paused to refer to an ad for Chivas whisky she had seen recently and admired.

Moving pictures on TV made people feel hypnotized and ?this hypnosis has not worn out

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