Two weeks ago I was invited in a Belgian radio show to talk about the future of television advertising. A big Belgian broadcaster decided to drop one of their formats because more than 20% of the viewers were recording the show, watched later and skipped advertising. Because of this consumer behavior, the revenues for the TV station were decreasing and the ROI of the show is too low. This opened up a whole debate about the future of TV advertising.
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by MrMartijn (Martijn van Kesteren)
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48 hours to take action
Marketeers need to change their behaviour today in order to remain competitive in the next few years. All marketeers I meet today at conferences and events agree that the consumer is changing, but my frustration is that marketeers are not changing. We have 48 hours to take action!
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