- Three crucial questions advertisers should ask before investing in new media
- How to effectively differentiate between the reality and the promise of existing and emerging ad technologies
- Some common misconceptions about television advertising's demise
As a marketer, you understand that to achieve brand marketing goals you must know your target audience inside and out.
Given this notion, a look beyond the numbers can be enlightening, particularly in terms of the many misconceptions regarding television—particularly, that the influence of TV advertising is waning.
All indications are, however, that TV viewing is at an all-time high.
Watching the evolution of all the new technology available for reaching consumers (mobile, tablets, gaming, 3D, e-books, online video, to name just a few) is fascinating as a marketer. It's even more intriguing for those of us working in direct response (DRTV advertising)—as not a day goes by that we don't see a new application for the ad campaigns we currently air.
And yet, we continue to remind ourselves not to be distracted—and to keep our eye on the proverbial ball. That's not to say that new technologies won't continue to grow in importance. They will (and they will become a larger source of revenue for traditional TV advertisers). Yet, the larger message sometimes gets lost in the numbers.
For example, let's take a look at some Nielsen numbers from earlier this year: