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.
