Advertising on TV: Flagging or Flourishing?

The past two decades have seen rapid transformations in the media landscape with the number of options available to advertisers increasing significantly. Many of these options offer excellent opportunities for brands to reach audiences with high levels of precision, customisation, and measurability.

While this transformation is beneficial for many advertisers, TV can sometimes be perceived as yesterday’s advertising medium or one that’s waning in effectiveness. However, in GroupM’s Consumer Eye research, we see that this is not the case. TV continues to retain a power that can be leveraged by advertisers.

Additionally, the digital extensions of TV have not only given rise to new ways for people to consume content but also created a myriad of opportunities for brands to engage with audiences through TV.

The charts below show data from the 14 APAC markets included in the research.

More than half of surveyed respondents (60%) agreed that free TV channels make the world a better place. TV remains a very important medium in influencing mindsets and shaping cultural behaviour.

In APAC, ads played on TV is ranked #1 for conveying a positive impression of brands. In fact, TV ads (39%) received equal weightage alongside the recommendations of friends (39%). TV retains a unique strength in building brand equity.

73% of audiences believe it is a brand’s responsibility to control where their advertising appears.
45% will have a negative opinion of the brand if it appears next to inappropriate or offensive content. TV is still one of the safest environments that allow for brands to be seen next to premium, high quality content.

Find out how to make the right impression in MediaCom’s white paper Building Safe Brands.

As TV continues to undergo an addressable transformation, more opportunities will be available for advertisers to leverage data to reach specific audiences with messages that are highly relevant and bespoke for each consumer.

More than half (60%) of surveyed respondents view personalised advertising as helpful.  In order to bring bespoke experiences to television, advertisers and publishers are working with addressable technology, such as GroupM’s Finecast, to bring even greater precision and effectiveness to TV campaigns.

PERENNIALLY RIVETING

 TV is still a tremendous entertainment platform for consumers worldwide. The verdant environment also offers many opportunities for creative innovation and impactful campaigns. More than ever before, brands can take advantage of TV’s addressable transformation by considering new formats like shoppable ads and dynamic creative ads that dangle bespoke offers in front of the target audience.

Data Source: GroupM Consumer Eye

The Young Spikes Malaysia awards are for professionals under the age of 30. There are five categories: Digital, Media, PR, Integrated, Young Marketers. Participants race against the clock to generate ideas before presenting them to an accomplished industry panel.

Real work briefs are provided by sponsors Etika, KFC, Telekom Malaysia, Sime Darby Property and GO Communications, and teams of two are then given 24 hours, 48 hours for Integrated, to generate and present their solutions.

The Digital Gold winners at Spikes Malaysia 2019 went on to win Gold, Best in Asia-Pacific, bringing glory to Malaysia’s young talent.  https://marketingmagazine.com.my/ys2022/

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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