Question

Topic: Advertising/PR

Will Tv Be Next?

Posted by Anonymous on 12/17/2010 at 4:03 AM ET 250 Points
That digital as a medium is fast usurping ad space---read: revenue--at the expense of print, is now a common reality. What about TV? Will digital advertising online slowly replace 30 sec TVCs? Why or why not? Will cheaper CPM overtake CPRPs at the expense of reach of target audience?

Do you guys feel that pretty soon an edit of a 30s TV copy will soon appear embedded as a 'sponsored' video online? Will this impact ad awareness recall et al?
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by CarolBlaha on 12/17/2010 at 5:24 AM Member
    I don't think this is "slowly" happening. I haven't watched TV in years-- about the same time I bought my first AOL subscription -- that ran on my phone line.

    I don't know about Snookie, the Kardishan's, the Biggest Loser, or who Dances with the Stars-- and I feel I'm a better consumer for it.

    So to answer your post-- if your market is still addicted to the big box, don't abandon it. Today though you must embrace both. There is no reason to "choose", it would be foolhardy.
  • Posted on 12/17/2010 at 7:11 AM Moderator
    Sea changes like that tend to happen over a long time -- perhaps generations. Radio didn't go away when TV showed up. Movies (at the theater) didn't go away as a result of TV either. And hardcopy books and magazines are still available online and at your local bookstores and newsstands.

    So yes, the television commercial's role is changing -- from the hot, new starlet of marketing to a mature staple in the advertising arsenal. But at the same time that the internet has taken over as a commercial powerhouse, hundreds of cable-tv channels find their way into the majority of homes, and they're loaded with commercial content.

    Maybe someday our great-great-grandchildren will ask "What was television?" but it's probably not something we should write off just yet.
  • Posted on 12/17/2010 at 7:13 PM Author
    Thank you both for your lucid Pov.

    I agree, TV cannot be written be written off just yet as a communication platform.

    I guess my question was not so much about the 'attraction' of one medium over the other, as it was about efficiently reaching the target audience.

    TVCs are created to appeal to a certain target group at certain times of the day, depending on the brand & stage of the product lifecycle.

    My question, therefore, is do you think a 30 sec spot created for TV will have as much impact online @ targeted sites that have videographics as it does (should) on a much older medium like TV. Because going digital is WAY much cheaper than TV!

    thx-
    S
  • Posted by Jay Hamilton-Roth on 12/17/2010 at 7:26 PM Member
    I think for the most part 30sec TV spots are a dying breed, mostly because of their lack of effectiveness in selling product. Product placement, however, is alive and well and much cheaper to "produce". The network shows are trying to figure this out as well - their future is riding on getting ad revenue.
  • Posted on 12/18/2010 at 4:48 PM Accepted
    I think I disagree with Jay. I mean we're all dying, and all media forms will go through a life cycle, so in that sense 30-second television commercials are "a dying breed."

    But the time of death may be pretty far into the future. It's more like they're morphing into a better kind of commercial message, as television and the internet continue to merge into a single source of information and entertainment.

    I have a number of clients who are finding that local cable tv, for example, is the most effective and efficient medium for reaching their market. They use internet/search advertising too, as well as social media, but cable-tv is still the mainstay of their advertising budget.

    Their customers are still watching television and responding to the 30-second commercials they see and hear. And as the competition for advertising dollars heats up, rates are coming down and television is getting more efficient.

    The copy and the advertising approach are changing to reflect what's important to viewers/customers, but that's always been the case. Watch a television commercial produced 50 years ago, and you'll see immediately how the copy approach has changed. And that's likely to continue as long as marketers want to sell stuff.

    So, long term, are 30-second commercials a dying breed? Yes. And so is every other form of advertising. But it may take a while before they're really extinct. Tell your grandchildren to take note, and also remind them that there was a time before television when there was a broadcast medium called radio. And before that there were Burma Shave signs on the highway.
  • Posted on 12/19/2010 at 2:48 AM Accepted
    Hi All,

    The market is changing, mediums are increasing, competition is increasing and with all that our audiences are increasing. The new competitive marketing strategy carries a lot of space of being every where along with target based advertising. Huge % of population is still spending time working on web, browsing application / web on their mobile and watching TV in the evening...... Habit has not changed completely. Marketers are trying to cover all aspects of the consumers so that every where they will find the same product. Yes, the cost is the main problem for marketers. TO gain space in all mediums is very huge compare to the sale they get out of it.

    A new shift which i can see in TVC's and other medium of advertising is the positive ROI. Internet Advertising provides this up to a certain level and i believe moving forward, TV cannel companies need to come up with this model and need to make TVC's more interactive and productive to continue a strong medium to market a product to the mass audience and maintain the large share in the marketing plans of CMO's...


    Nishant
  • Posted by Jay Hamilton-Roth on 12/19/2010 at 8:23 AM Accepted
    Michael - what I was referring to are studies showing that product placements (that are "natural") within a TV show are much more effective marketing tools than the 30sec spots. There's a bright future is marrying the right product/service into a show naturally - it gives it a "natural" social proof that's narrowly targeted for the show's intended audience (and these placements also carry over to the same show that's viewed online). It also avoids the skipping over of commercials that technology allows us to do with ease.
  • Posted on 12/19/2010 at 1:06 PM Moderator
    No argument about product placements being more effective than traditional advertising. The problem is that there's a limit to how many products you can place in a program and how much you can say about them and their positioning benefit.

    So the ideal situation for an advertiser is a mix of the two. In fact, if I remember right, the effectiveness of a combination approach is synergistic, so that the television commercial becomes even more valuable when the company is also using product placement within the programming.

    Hardly a death knell for the 30-second TV commercial!
  • Posted on 12/19/2010 at 8:14 PM Author
    Thank you KHE participants. All good, constructive feedback. One final question...kinda stems off of the original post....

    Supposing you had no choice BUT to be subjected to an advertisment. Which medium would you be more inclined to watch / view this commercial, online video or TV. Please make any other assumptions that you need in order to construct your response.

    Cheers,
    S
  • Posted on 12/19/2010 at 11:16 PM Member
    Its happening already..... the market trend has changed, people are playing around with their computer or gadget than watching TV.
  • Posted on 12/20/2010 at 3:49 AM Accepted
    "Subjected to an advertisement" biases the question. What if I look forward to the commercial (as many people do, despite their protests) and want the information/entertainment?

    For a product category that really interests me, or a commercial that's really engaging, I'd probably prefer television. The screen is bigger, the production qualities (at least today) are better, and I feel it's more like "entertainment."

    Besides, I don't have to click anything. I just sit back and watch.
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Advertising/PR)