Advertisers and marketers are scrambling to find a replacement for the old formula 30 second ad--hit as many TV channels as possible with the same ad, and are frantic with the array of short ads, long ads, infomercials and single advertiser sponsored ads that make up the current media landscape, according to this Wall Street Journal Online article.
Faced with these challenges, ad executives say the main drawback of the traditional ad campaign is that it is too broadly targeted: TV ads need to be more relevant to a narrower audience if they're to get anyone's attention. "People who are passionate about their favorite shows watch them differently," says Bill Morningstar, executive vice president of national sales for the new CW network, jointly owned by CBS Corp.(CBS) and Time Warner Inc.(TWX) They're more attentive and so might be more receptive to carefully targeted ads. "How do we tap into this environment?"
Find out by reading the whole article here.
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