The TV Ad Revolution

When the 3D TV revolution ended at the start of 2017, some were convinced it was all over for television.
But the opposite happened. TV exploded.
This is due to TV’s evolution into a performance-marketing channel. It has been pushed forward by technological advancements, more timely, accurate targeting and measurement, and the ability for advertisers to optimize TV campaigns just like they do with digital.
So what’s next for TV and advertisers?
TV isn’t dying – not even close. It is still the most powerful marketing channel for brands – just look at the facts:

U.S. adults spent almost four hours a day watching TV in 2017. Estimates see this number dropping by just five minutes in 2018, and six minutes in 2019. That’s still three hours and 47 minutes a day.

TV ad spend continues to grow and even digital-focused companies are changing their focus.

Ad Spend Back to TV

“Fake news” has made things tough in the digital advertising realm. The industry was increasingly hit by fraud. People want transparency, now more than ever. Because of this, brands have started to reallocate ad spend to older, trusted formats, like TV.

Mini Ads

Last year saw a new format emerge on TV: mini ads. Perhaps inspired by Vine, or digital video in general, these six-second slots deliver quick-fire impact, leaving no time for viewers to switch channels. For advertisers, these ads mean reaching a very large audience at a time when they are fully engaged in the programming.

Better Targeting

Page Agency considers TV to be a performance-driven channel. In the past TV was typically used just for reach, but advertisers are demanding a way to get better targeting with TV.
These demands have been met – new tools have been born that can deliver real-time performance data on TV spots, enabling advertisers to gain valuable information on audience TV habits and insights into aspects of what best drives engagement. It’s not about just reaching a target audience, it’s about using data to reach them in the place and time they are actually going to respond.
This year, we’ll see more advertisers leverage spot and response data to better target their TV campaigns. Expect to see networks as well push for greater targeting and measurement efforts like Open AP.

Ad Agencies Shouldn’t Feel Like War Zones

evolution of ad agencies
When did advertising become the overworked, stressed out, squeeze-every-drop-of-creative-juice-until-you’re-all-used-up career field that it currently seems to be? What happened to the old agency spirit that pioneered the way for successful and epic brands?
Every moment was spent immersed in a cauldron of creation and ‘ideation’, carefully orchestrated by exceptional minds. Clients loved to visit ad agencies because they were a wonderland of possibilities and a factory for their visions and aspirations.
It’s tough to come up with world-class ideas when you’re working, thinking, chipping away 24/7, but it seems that’s what agency owners want in 2017. New-age offices are designed in a way so that no employee would ever have to leave. The onus of urgency rests heavily on the agency’s shoulders, so motivation is key for employees.
But motivations can do only so much. It is important to reinstate the rituals of the creative process, currently damaged by the transformation of the digital world (convenient though it may be).
Then let the planning team take over in full earnest, converting business aspiration into a jumping off point that actually makes sense, with enough flair to stimulate the creative mind. Following this will be ‘concepting sessions’ of deliberate cross-cultural conflict, eventually leading to the manifestation of a breathtaking idea with a passionate in-house presentation.
 Agency creative strategic process 
Finally, the client presentation should be considered a grand finale of sorts. A concert. A ceremony. The audience should be enthralled. The client should see (and be moved by) the passion and intelligence and creative acumen it took to come up with an idea that’s truly worthy of brand consideration.
From restoring respect and profits to improving employee morale, it would be immensely beneficial for the advertising industry to bring back the old industry spirit. The prevailing culture of brevity has morphed the exciting rituals of advertising into the monotony of procedure, leaving little room for inspiration, and reducing the quality of the craft as well as the value perceived by clients.
The digital age is eating the romance of advertising alive, misrepresenting abbreviation as efficiency and crippling creative minds. Advertising has always been a labor of love. Once that ends… everything is over.