An article in this week's Economist tells us that advertising on television is on the increase, even in such sophisticated markets as the States. It's a big surprise - WPP for example forecast a fall in TV spend in the UK in 2010 of 0.2% but now it looks as though there is going to be 11.6% growth. So nothing has changed then? Well of course everything has changed - these figures might give comfort to some marketers who want to go on doing the same old thing but of course the other area of increased expenditure is online (newspapers continue to haemorrhage ad spend) and that's where the game is changing. The rise in unmeasured 'earned' media - that is exposure for your brand which is not paid for, it 'earns' the consumers attention by offering them something of value which engages or entertains, or through creating a dialogue with the consumer in Facebook for example; some pages reaching a television-like audience, such as Disney's Toy Story 3 Facebook page, which has 5.6m likes. As watching video online grows and your TV and computer become one device, and Google TV starts to emerge with more sophisticated video search, one thing is for sure and that's a traditional 30 second TV commercial is just not going to hack it any more.
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