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Article

Title: Madison Avenue Sifts Through 'Clutter'

Author: Steinberg, Brian; Vranica, Suzanne Article Type: Product Analysis
Source: Wall Street Journal, v249 n2 pB3(1) Publication Date: Jan 3, 2007
  ISSN: 0193-2241
URL of Publication: http://www.wsj.com

On Mad Av, the trend is toward fewer commercials on TV in 2007, but also the emergence of more varied advertising on the Internet. Consumers over the last year have converged on viewing of web-based video and video on demand (VoD), and in response advertisers began putting less into traditional TV and print ads and are rather trying out various new techniques, including amateurish-seeming videos posted on YouTube and conventional video commercials on the Web. Marketers are also trying to determine how many ads can be shown on mobile devices without annoying consumers. Many of the new ad venues give advertisers more data for tracking consumer response. Therefore, marketers want more evidence from older media as to whether their clever commercials make a difference in buying decisions. The five trends likely to pick up steam in the next year are discussed. They are: fewer ads, more attention-getting search ads, ads like IBM's recent one meant to allow the advertiser to attach himself or herself to topics and people that are very relevant for the advertiser, choice-making ads, and new ways to measure ad effectiveness.

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