More Advertisers Shifting to Online Strategies

After years of spending far too much on television spots, Foster's is focusing all of their US ad dollars on internet advertising. This August they'll begin using a cost-effective campaign designed by Ogilvy and launched on heavy.com. Foster's sees this as the smartest way to reach the 21-31 year old males they weren't reaching via TV spots. Gary Cattell, the Foster's brand director, says the move comes after realizing that their ad budget was too small be effective on television:

"We probably should have done it a few years ago. The amount of presence you can get on TV for your money just isn't enough."

Cattell isn't alone. In recent interviews with a dozen major brand execs, Adweek confirmed that heavy reliance on TV is being reconsidered and money is rapdily flowing towards emerging media. Rather than the passive methods used in the past, even conservative companies are adopting far more interactive methods of reaching their audience.

Acura just launched an interactive campaign for their new RDX. Customers take photos of print ads then upload them to the web site to be entered into contests. Folgers, Audi and Chrysler are getting into the cross-channel game with attempts at viral marketing. Even mainstreamers like Coke and McDonalds are experimenting with new media "engagement" techniques geared to offer more customer pull, with Coke spending 80% more online than last year. While many of these efforts won't get the initial traction marketers want, companies are reassessing their marketing mix - and that willingness to experiement will prove worthy over time.

In truth, TV spots aren't a thing of the past. But the medium is getting a closer look as prices continue to soar. Smart media buyers are abandoning the once widely accepted blanket approach for precise 'accupuncture' methods. Zeroing in on their customers in ways never possible before. It will be exciting as we see the :30 spot evolve into more innovative vehicles, and as companies discover clever ways to reach niche groups screens of any size. Whatever the platform, changes are well under way and the fun is just beginning for those of us paying attention.