Swiss marketers see time-shifted TV as a major threat to advertising

The way people watch television has changed. The offer has become more fragmented - and the content is no longer just watched via a classic TV set. The time-shifted use of TV in particular presents marketers with challenges, as advertising can be fast-forwarded. MK asked more than 100 marketers about the topic via an online survey at the end of September.Time-shifted TV viewing was clearly identified as the greatest threat to TV advertising. 81.4 percent rated this trend as worrying. Respondents also saw advertising overkill (49 percent), distraction by other devices (43.1 percent) and unoriginal content as harmful to advertising.

To ensure that TV advertising remains successful in the future, marketers say innovative advertising content is particularly in demand (64.3 percent). The respondents also see great opportunities in targeted TV advertising (57.1 percent) and interactive TV advertising (46.9 percent).

The most frequently used TV service among respondents is Swisscom TV (42.06 percent). Netflix also follows in second place with 27.10 percent. This shows that the online streaming service has gained strongly in importance and is competing with the classic TV channels.

After all, most respondents still watch TV most often via the TV set. But the tablet and smartphone in particular are also used to watch TV from time to time.

Comments: How do you manage to reach TV users with advertising in the future?

"I see that in the black. TV is doing away with itself with the increasingly primitive "unte-n-tainment offer". This means that advertising is also losing its appeal. Other factors of great importance are, for example: inadequate measurement methods, large scattering losses and too high prices. TV can no longer keep up with the many and attractive Internet advertising options."Isola Bella"By inserting advertisements during the program (advertising bars). The division of program/advertising blocks is antiquated."Lahor Jakrlin, Fruitcake Internet + Advertising "With original commercials that achieve "cult status" after a certain time, such as Fischer Bettwaren Wädenswil. I hardly ever meet a person who doesn't know this spot."Fredy Zurflüh, cce-partner"By playing ads for each user individually. Before you watch a program time-shifted, an advertising block appears."Marcel Lehmann"Playing in targeted and personalized advertising based on user behavior."Nadine Traber-Burkhardt, NATCON Nadine Traber-Burkhardt"Targeting according to the user profile, or, the user can choose something themselves. For example, advertising about the last things searched in Google."Reto Schläppi, FREMA Schläppi AG"No more interrupt advertising"Ernest Schmid, Delphi SalesConsulting"The transformation of TV and advertising consumption poses a number of challenges for the future. I think the more relevant the content is and the more networked I can inform myself about a certain product in the advertising in real time, the better the advertising consumption will be. (For example, by being able to select topic clusters of the advertising content myself). Video is and remains the best way to convey messages in an effective, emotional and meaningful way. I've been wondering for a long time whether it wouldn't be in the spirit of good storytelling if several independent products appeared together in the same commercial. Example: woman blow-drying with the new Dyson hairdryer and using the Tangle Teezer hairbrush.... Products complement each other well and synergies are used."Manuela Martorelli, Viseca Card Services SA"With news and exciting, engaging content."Urs Hammer, SVEB"By having less crap in the TV commercials. Uninteresting, unspectacular, boring repeats."Kurt Heller"Attractive, alternating spots. Not the same spots over days or weeks ... that deletes, and you reflexively switch on. I actually enjoy watching good, informative and entertaining advertising. But not umpteen times the same in each commercial break. It should also be back so that the advertising briefly interrupts the program ... and not the program the advertising ;-)"Markus Scherrer" - Target group-specific addressing, i.e. low scattering loss - Networked with social media"Christoph Häfliger, Cruspi SA"Original, funny, touching commercials/messages, stories, no or little interruption of movies."Beatrice Schaad, Schaad Treuhand GmbH"Through originality and more quality instead of quantity".Louisa Bo"Insertion of interactive formats in television programs. Gallileo does it well: 'Now one more spot.' Then you don't zap away or skip it, even if you're watching it time-shifted."Jörg Eugster, NetBusiness Consulting AG"Less is more, if you really reach the right target audience, which takes the advertising message as helpful and enriching information and not as a nuisance. Advertising in a free newspaper or private stations with reality show formats must appeal to a different target group than advertising in the environment of good quality discussion and information programs on SRF."Anna Bindschedler"By running advertising concepts freed from ballast, erotic as well as dumbed-down spots. (e.g. The whole barbecue campaign of Coop and Migros and similar)"Willi M. Born"Interruptive advertising is dying out - except for live broadcasts. Otherwise, TV viewers can only be reached with content and content sponsorship in the future."Markus Gabriel, Angelink AG"With messages that cut to the heart and have a high smile factor."Ruth Ofner, Ofner & Partner"Advertising must entertain, not disturb!"Roland Ehrler, SWA-ASA"The commercials have to be original and short, they should stand out from other spots so that people don't keep zapping. However, if someone watches time-shifted TV, it becomes impossible to pick people up. Since people consciously want to watch TV without commercials!"Janine Köchli, Cicor Group"Through TV commercials with relevant content and high entertainment value."Peter Sigel, Monto Advertising Agency AG"Cost reduction, which creates fairness for everyone in the market - even for companies with a small budget. Also diversity and thus curiosity among consumers."Fabian Aeschlimann"Through entertainment instead of watering can principle 08/15 advertising".Barbara Buchegger"Only with good advertising that arouses curiosity."Birgit Müller, Medela AG