A NEW GAME: Campaigns like Axe Feather explore the potential of online ads
For decades, the 30-second television spot has been king of the advertising jungle the surefire way to shift that soap powder or boost that burger chain. But now, although not facing imminent extinction, the format is beginning to look as obsolete as the black-and-white TV set. According to ZenithOptimedia, an advertising buyer and research company, TV's share of the ad market in Western Europe peaked in 2004. Advertisers know all too well that digital TV's hundreds of channels and video-on-demand services have made it impossible for a handful of commercial channels to reach the enormous audiences they once enjoyed. Indeed,...
