We are witnessing the decline of TV advertising, caused in part by the ineffectiveness of the medium. In Spain, the latest offered by Zenith Television Index, show that viewers see only 2.3% of the advertisements broadcast in prime time. And all this, without actually certify whether these ads are really getting the attention of the viewer or even to be seen, are generating a real brand impact or become remembrance before saturation advertising.
ad views rate leaves much to be desired. During prime time, viewers see only 2.3% of the ads aired. This leads to advertisers to reconsider the appropriateness of continuing to invest in this medium. eMarketer estimates that the explosive growth of digital advertising will be almost equal to television in 2017.
This does not necessarily mean that TV advertising is dead. The data indicate that it would be advisable to combine efforts although it is true that television advertising is becoming increasingly dependent on the impact of it through the channels and digital media. According to the study by TiVo Research and Analytics, JNTO with dunnhumbyUSA And Comcast Media 360, the strategy could gain effectiveness with respect to the independent actions in each medium.
findings indicated that 62% of users who saw a digital ad had not seen his namesake on television, than it is clear that both media are aimed at different audiences.
when measuring the return on investment of this type of platform strategies, the results reflect a higher percentage of sales in the audience who had been impacted by the 2 channels (digital television), compared to those who had only seen the ad on television (12.4% vs. 10.6%). For its part, the ROI of those users who had only seen the digital campaign was far from the rest (1.6%).
Another study published in September by TiVo reinforced this integrated multichannel strategy. According to their data, digital media strategy help strengthen television. On one hand, the sales recorded from digital impacts were existing customers. Alternatively, cross-channel strategy 10% managed to improve sales figures.
other hand, social networks also pose a great ally for television. Twitter already has a service that allows advertisers to combine their campaigns on this platform with the issuance of their ads on television. On the other hand, Facebook also promises great advances in this area.
therefore opens a new horizon for television advertising, who could find in digital media support a tight spot to get ahead. There are few problems that must face, but if it acts intelligently can get. We should not forget that we are approaching a golden age for marketing and digital advertising. Online giants increasingly sharpen their techniques to deliver personalized messages, in order to attract customers in buying mode. On the other hand, display advertising and online video attracting more of the advertising pie. As shown in the Online Advertisers Survey Report (Econsutancy and Rubicon Project), 64% of companies plan to invest more in display advertising. On the other hand, 61% of marketers allocate more resources to video ads. According to eMarketer believes that online video is rapidly developing a format that will grow especially during the current year and 2014, with growth exceeding 42%.
The advertising industry is in the throes of development in a turbulent sea of ??media, media, audiences and strategies, which must learn to master and know how to use the power in his favor to advance their goal.
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