Most marketers believe that television advertising has become less effective in the past two years. As a result, marketers are interested in exploring new ad formats and new forms of video commercials, according to the the latest TV & Technology survey conducted by the ANA (Association of National Advertisers) and Forrester Research, Inc.

Highlights of the study include:

• Sixty-two percent of marketers believe television advertising has become less effective in the past two years.
• Close to half of the advertisers surveyed have already started to experiment with new ad types to work with DVRs and video on demand (VOD) programs.
• Advertisers are eager to try new ad formats, including ads in online TV shows (65 percent), ads embedded in VOD (55 percent), interactive television ads (43 percent), and ads within the set top box menu (32 percent).
• Eighty-seven percent of respondents said they intend to spend more on Web advertising this year.

• Media agencies are getting better at helping clients deal with new media. Only 28 percent of respondents reported that their media agency is ill-equipped to address the changes in TV advertising, compared to 47 percent two years ago.
• Creative agencies did not fare as well, with 47 percent of marketers indicating that their creative agency was still ill-equipped to help deal with changes, a slight improvement from 55 percent of marketers two years ago.