What's Happening?
The evolution of TV advertising is providing new opportunities for brands of all sizes, according to insights from Lily Robertson-Ward at Propellernet. The decline in linear TV viewing has led to a reshaping of advertising strategies, combining traditional TV with connected TV (CTV) and broadcaster video-on-demand (BVOD) to reach wider audiences. This approach has proven successful for brands like Inghams, which saw significant increases in web visits and ad spend returns. The accessibility of TV advertising has improved, allowing smaller brands to enter the market with flexible budgets and programmatic buying models.
Why It's Important?
The transformation of TV advertising is significant for marketers seeking to balance brand building with measurable performance. The integration of TV with digital channels offers a seamless media mix, enhancing the ability to target specific audiences and measure return on investment (ROI). This shift democratizes TV advertising, making it accessible to challenger and mid-sized brands that previously could not afford prime-time slots. The accountability provided by programmatic and addressable TV ensures that brands can track the effectiveness of their campaigns, aligning with the demand for transparency and measurable impact.
Beyond the Headlines
The new TV advertising model represents a broader shift in media consumption and marketing strategies. As TV becomes more integrated with digital channels, marketers can leverage its emotive storytelling power alongside precise targeting capabilities. This evolution may lead to long-term changes in how brands approach advertising, focusing on sustainable growth and accountability. The ability to measure performance across channels could redefine the role of TV in the marketing mix, emphasizing its potential to drive impact throughout the customer journey.
