TV Goes Below The Line

Relevance is the key to online advertising, if findings from Tivo's recent analysis of their viewers' reaction to ads is to be believed.

I've long argued that television is becoming a below-the-line medium and response advertising will become more important than woolly concepts like 'brand building'. This report seems to bear this out.

However, the real relevance is somewhat buried in this report - the fact is that media planning is clearly more important than creative advertising production.

It also disabuses us of the cliche that 'viral' is the way to go for brands (although I believe creative short form to still be a legitamate marketing tool, albeit diluted by the marketplace).

This will not be well received in adland, where gongs and pencils are still seen as a status symbol.