Reports detailing the death of TV have been greatly exaggerated, as have rumors of the demise of the upfront. But the medium and the way it's purchased are changing rapidly. While some shows and high-profile events continue to draw audiences, marketers are thinking more broadly about video as a medium that 's not limited exclusively to TV. And Barry Judge, chief marketing officer at Best Buy, for one, boldly predicts that set-top boxes won't exist in another five years and all TVs will be IP -enabled in some way.
This, among other provocative points, was raised in a wide-ranging conversation at the Association of National Advertisers' recent annual meeting in Phoenix, where Advertising Age Editor Abbey Klaassen talked with major marketers about how they're using TV today and the impact of new technologies. Among the insights offered by John Felice, general manager of Ford Lincoln marketing; Tony Pace, CMO of the Subway Franchisee Advertising Fund Trust; Scott Remy, chief communications officer of Nestle; and Mr. Judge, in this edited transcript: that amid the NBA lockout, hockey and college basketball could benefit, of course, but marketers will also have their eyes on digital sports properties.
Consider this: Twice as many advertisers have increased their TV advertising budget in the past year compared to those who decreased it, 47% to 23%. Does this surprise you?