Audio visual advertising the most effective

In his article (MW, July 20), Dominic Dudley interpreted the launch of Google video advertising as a threat to what he called “traditional TV advertising” – which I assume means broadcast advertising – despite Google itself describing it as complementary to broadcast TV. I have three observations.

First, the launch confirms that television – audio-visual content – is the medium that offers advertisers the most effective and persuasive way to talk to consumers and is what they most aspire to use. And consumers will be watching more television as technology, including broadband and mobile, makes it available wherever they want it.

Second, the “experts” quoted in the article failed to point out that push and pull media fulfil different roles within the creation, adoption and purchasing cycle of brands, and that to fund the latter from the former is a rash move unless your only horizon is very short-term. Google video advertising is much more likely to replicate the role that below the line investment – point of sale, direct mail, etc – fulfils. As I know from advertisers I have worked with recently, broadcast plus any interactive format, be it online, search, mobile, or iTV, is a cracking combination, but it’s dangerously easy to over-attribute the effect to the response-generating end of the activity.

Third, there are loads of emerging technologies which will deliver television in new and exciting ways but, just because it’s another form of telly, please don’t assume broadcast TV will necessarily be challenged by it. I’m sure you’d prefer that I didn’t keep writing letters like this to you.

Tess Alps

Chief executive officer


London W1

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here