Is TV Advertising Turning into Video Advertising?
More and more consumers enjoy and demand for ad-free platforms. More and more marketers increase their spending budget on digital video ads. As such, TV networks are compelled - and even pressured - to rethink their traditional, interruptive advertising. They're now making a targeted effort to digitize their TV ads. They incorporate data into their brainstorming, budgeting, and creative processes. They've also started using automation and programmatic advertising.
A lot of consumers welcome these efforts from TV bigwigs. TV and digital marketers are eager to use and intersect these changes to produce more cohesive ad campaigns.
How TV Advertising Stays Afloat
Television, as a traditional advertising medium, remains valuable. When a network runs a full, fresh TV schedule, there's a lift in brand awareness and product sales. At that period, it's estimated that the reach of the TV broadcast for a day is equal to a two-week run of digital video ads.
But television bigwigs acknowledge that there is a concern with TV advertising right now. Many worry that television will end up fragmented. Others fear that show ratings will considerably drop, that it could be a feat to get audience reach. But they also recognize digital video ads as opportunities to branch out.
Networks concur that using data to merge TV's massive reach with digital audience targeting is wise. Each television season delivers a new batch of viewers. And with that data, marketers can focus on the market with variables relevant to their brand. For instance, a household with X number of kids under a specific age range, and has a combined income of $XXX, XXX per year.
And so, a lot of brands are no longer splitting TV ads from video ads. Though there are significant differences between the two, a lot of marketers are working to bring them together. Or at the very least, combine the best elements of each platform.
Digital Advertising Edges Further
Marketers need to follow the money. At this time, which is bigger: TV ads or digital ads? As per recent reports, the budget for online video ads is edging further than TV ad funding. The reports also state that TV ad sales are feeble in the US now. In fact, for the first time, digital ad spending has moved ahead of television.
The reasons that funds are displaying a significant shift is not that difficult to parse. Handheld device consumers have become so common, they are overtaking consumption models. In fact, it's projected that by 2019, 72% of digital ad spending will be set for mobile.
Also, marketers are getting more bang for their buck using digital content. They have far more options, too. For a popular TV program, a brand could get just one 30-second ad bit. It's more than likely that the ad will be skipped over or disregarded. This is particularly true for younger viewers. With video ads, that same brand can create tons of social media content that links the show and the brand. The content can be available to the audience for weeks, even after the TV program ended.
So, it's not hard to understand why video ad spending has received a lot of favor. It's also not hard to see why TV ads need to be reevaluated in terms of how it works and what group of audience it's reaching.
Planning for the Future
Marketers should think about the “tv ad versus video ad” debate as a short-lived concern. Ultimately, it won't make much difference. The amalgamation of TV and digital ads has already started. Consumers now have access to exclusive content created by Netflix, Hulu, and Amazon. The division is even breached by YouTube channels, social network videos, and live streams of TV shows. Pretty soon, there won’t be any difference worth debating between the two advertising platforms.
This is just the beginning. Old-fashioned TV advertisements are being phased out. Soon enough, new ad versions will be used as replacements on both television and digital platforms.
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