Traditional advertising on television and print has finally lost its supremacy over digital marketing. Why? Because it’s harder to track, harder to target, and impersonal. With personalized marketing that you can measure, track, and understand, broad, non-addressed TV ads are losing allure. This week, I’m diving into where TV marketing is going in this new landscape. Got other ideas? Comment below!
Digital marketing has officially surpassed print and television advertising in terms of ad spend. Marketers are putting dollars toward media where they can interact directly with their customers, offer a personalized experience, and finally track and report on the impact of their efforts. Writer Marjorie Romeyn-Sanabria says, “They garner no impressions, and, most importantly, yield no data. In the age of AI bots that can adjust their answers based on input, TV and print are not only outdated, but nearly useless.” With this in mind it will certainly be interesting to see what happens on TV in the coming years.
In this article writer Ross Benes recaps his learnings from LiveRamp’s RampUp conference about TV marketing. As marketing becomes more and more data-based, TV advertising has a huge opportunity to catch up. While it’s predicted that advertisers will spend $2.54 billion on addressable TV ads (meaning ads targeted to particular households and devices), this only accounts for 3.7% of TV spending. Benes quotes Dave Morgane, founder, CEO, and chairman of Simulmedia, saying that the biggest limitation for TV ads is that “TV’s ad delivery infrastructure needs to be upgraded, centralized and aggregated at a national scale and packaged with other data-enhanced products that combine linear TV inventory with over-the-top (OTT) video inventory.”
TV advertising faces a unique problem and opportunity: the second screen situation. Most television viewers also have another device in hand, and split their attentions between screens. Writer Paul Talbot quotes Northwestern professor Jonathan Copulsky on the topic: “Some second screen use clearly detracts from TV viewing. Many of us are guilty of distracted email scrolling while channel surfing. But, much of second screen usage actually indicates heightened engagement.” Think about times you look up actors, questions about plot points, or social media topics. For advertisers, this is a big opportunity to provide a cohesive and immersive experience. Because most households have a number of devices it is difficult to match experiences to the viewer, but look for more second screen coordination in the coming years.