I am convinced that Marketers (a.k.a., Advertisers) will gravitate to a VOD ad market if it is (a) transactionally efficient, and (b) something more interesting than repurposed 30-second spots.

Even without a viable VOD market, Advertisers as a group are rethinking how they use their money, according to data from TNS Media Intelligence, which tracks ad spending in major United States media.

Broadcast television commercials accounted for 17.2% of all ad spending in 2001. Last year, that figure fell to 16.5%.

At the same time, advertisers have increased their allocations for media such as cable television, local radio, outdoor advertising and the resurgent Internet.

Picking up on that report, the New York Times wrote an article entitled "Advertisers Want Something Different."

Read the NY Times article.

Saturday Night Live's sad but true joke about this trend.

Quantifying the size of a VOD Ad Market.

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