In the continually evolving field of digital TV marketing, consumers find themselves adjusting their typical viewing habits. Find out exactly how here.
How many times have you finished a program only to sit through a slew of ads?
Quite often, we’d imagine. But how many times were those ads actually effective to you? Chances are, not too often.
Advertisers are struggling to understand why so many users are turning off their TVs. The answer lies right here on the internet.
What does TV marketing mean for our viewing habits in today’s digital age? Read on to find out!
Expect to Hear More About Cord Cutting
The ways that audiences are watching their favourite programs are fundamentally changing. Now, more people are cutting the cord and ditching cable.
Instead of paying for expensive rental fees and needless uncharges, they’re choosing to get their television over the internet. And we’re not just talking about Netflix, either.
Services like PlayStation Vue and SlingTV are seeing success, particularly among younger viewers. So what does this mean for how we’ll get our TV in the future?
While it’s taking a while to catch on, expect to see a lot more ads about these services in the future. Companies realize that audiences want options, and soon we’ll have plenty of them.
If the trends are to be believed, you won’t need that cable box much longer. All you’ll need is a streaming stick or gaming console and an internet connection.
Best of all, these services offer the exact same channels you’d get with traditional cable. You’re just paying a fraction of the price to get them!
Marketing Will Switch From a Push Model to a Pull Model
Decades ago, a communication theorist coined the phrases ‘Push’ and ‘Pull’ media. If you’ve never heard these phrases before, think of it like this:
You’re watching TV, making you a captive viewer. You don’t get to choose when you see ads and which ads pop up. It’s at the discretion of whichever broadcast network you’re watching at the time.
In this situation, you’re experiencing the push model. The advertiser is “pushing” their advertisement onto you without the ability for you to do anything other than get up and leave the room.
Let’s contrast this with the pull model.
You’re browsing the internet, which gives you far more leverage over what you do and don’t see. And while banner ads are still popular, AdBlocker and the like make it easy for people to remove ads altogether.
Marketing companies are having to switch the way they advertise entirely. Now, it’s all about going where the audience is. More eyes are on the internet than ever, and advertisers know this.
TV Marketing Need to Get Craftier
So what does all of this have to do with TV marketing?
Advertisers are going to need to focus on where the audience is going to be instead of where they used to be. Sites like YouTube and Facebook over tons of TV marketing opportunities.
And while some TV stations take advantage of the net, there’s a lot of catching up to do.
72% of agencies found online advertising to be every bit as effective — if not more — than traditional TV ads.
Agencies need to learn to diversify and do so quickly. That isn’t to say that TV adverts should be done away with entirely. On the contrary, they’re still popular and effective.
Instead, we need to stop viewing it as an ‘either-or’ situation and look at both forms of marketing as complimentary additions. Agencies that really want to maximize profits need to start focusing on both TV and digital instead of either TV or digital.
And for the viewers, you now have far more options than ever. While you can’t bypass most ads entirely, you can choose when and how advertisements make their way to you.
Now, what’s on TV?