TV advertising must evolve

Is the standard 30″ commercial becoming obsolete? Newsweek has an interesting article on the future of Tv advertising. More and more brands think it is becoming too expensive and, most of all, the results are difficult not only to measure but also to reach. Once again, the point made in the article, is that advertisers (and advertising agencies) need to adapt to the advance of technology and also to the changes in consumers media consumption. Tv advertising not dead, and is not going to die in the next future, but it needs to evolve and find new formats to resist to the competition of emerging technologies (TiVo and dvd recorders, for examples) and of different advertising channels (Internet…).