TV is about to go through the biggest radical rethink in decades as it becomes connected to the internet. And who is going to help manage this process of change? You, the digital marketer.
When you work in digital marketing, mentioning TV in the same breath probably conjures up pictures of Don Draper fraternizing with women, long lunches, and drinking whiskey from a decanter in plush offices. So not much has changed, then?
Everything has changed. That heyday of the creative director as demi-god seems a far cry from today's ROI justifications to squeeze every lost drop out of every cent before being allowed the good fortune to even look at a dollar bill. For all the advancements in digital media, one thing is certain -- we are still not working remotely on Hawaiian beaches (fragmentation passed off as innovation, DSPs passed off as an answer to declining CTRs, and interaction passed off as consumer engagement has ensured this.)
The very fact that TV still commands 50 percent of the half-a-trillion dollar global media budget is that it unashamedly presents itself in the homes of each and every consumer and says "look at this, it's beautiful and you know you want it." And lo and behold, the resulting "ker-ching" of cash registers proves this to be true.
Meanwhile, digital marketers are adjusting knobs and dials trying to figure out if consumers did click and, if so, where. Marketers are trying to figure out how to de-dupe consumers when they clicked more then once, or what happened if they didn't click at all. This translates to excel spread sheets, late nights, etc. (Um, no thanks.)
Yet with the rise of smart phones and tablets, something has happened in the last few years that followed the meteorological rise of social media. That is when you are sitting in front of high value entertainment and something piques your interest when presented imaginatively, the passion spills over into intrigue and sharing.
It is estimated that 25 percent of consumers go online after seeing a TV ad. That's a huge spike right there. That's not to mention that half of all TV watchers have a second electronic device in their hands, such as a smart phone or tablet, whilst in a comatose state on the couch engrossed in anything from "The Vampire Diaries" to "Mad Men." But whether you are checking your email or talking on Facebook, the habit is now truly synced for TV watchers. So much so, the biggest topic of discussion on social media by far is TV content. We just love it and we can't get enough, because with every wave of consumer technology -- from video recorders to X-Box and Hulu -- technology just drives TV viewing up and up, and with it the potential for advertising dollars and media measurement.
Dean Donaldson is a key speaker at the Malaysian Media Congress (MMC) 2012 on April 2!
Source: iMedia Connection
By Dean Donaldson
|Date||April 2, 2012 (Monday)|
|Time||8.30am – 6.00pm|
|Venue||Sime Darby Convention Centre, Bukit Kiara, KL.|