By The Malketeer

In the ever-evolving realm of media consumption, the seismic shift in Gen Z’s viewing habits demands a radical overhaul of traditional advertising strategies. Over the past decade, the younger demographic’s engagement with broadcast TV has nosedived by a staggering two-thirds.

According to the latest reports, a mere 53 minutes daily is now dedicated to this fading medium, while an astonishing three hours are fervently devoted to the captivating universe of social media.

The question that now looms large: Why persist with TV commercials (TVCs) when targeting a generation that thrives on the fast-paced rhythms of social media?

Amidst this transformative landscape, video remains an influential medium, capturing the attention of 66% of consumers eager to learn about products or services. However, the narrative takes a thrilling turn as the creative direction for these videos undergoes a paradigm shift, undeniably influenced by the pulsating trends of TikTok.

The result? A departure from conventional TV placements, with brands opting to wield their influence through video-on-demand (VOD) and dynamic video displays.

Advertising Agencies Are No Longer the Sole Custodians of Creativity

The winds of change in the advertising arena are blowing away the cobwebs of traditional structures. The era of “ad agency leads, everyone else follows” is waning, giving way to a more dynamic, collaborative approach. The purchasing behaviours of the younger demographic isincreasingly steered by social media juggernauts like TikTok and Instagram, exemplified by the mind-boggling 49.7 billion views garnered by the #tiktokmademebuyit hashtag on TikTok.

The writing on the wall is clear – advertising agencies are no longer the sole custodians of creativity. Instead, brands are turning to nimble, creative content agencies with expertise in the digital and social domain.

Tom Stone, a luminary at re:act, a leading UK creative content agency, encapsulates this shift, stating, “Our strategies stem from a deep understanding of our client’s audiences.  We tailor our content to resonate with social media users, incorporating styles we know would succeed on TikTok.

The essence lies not in the traditional agency model but in agile agencies that blur lines to deliver campaigns that resonate with the intended audience.

The Mismatch is Glaring

As the advertising landscape undergoes this monumental transformation, the stage is set for the rise of ‘TikTok commercials’ (TTCs) that could potentially eclipse traditional TVCs. The countdown has begun, and only time will reveal the victor in this riveting battle for eyeballs and consumer allegiance.

In the face of Gen Z’s exodus from traditional broadcast TV, coupled with the constraints on marketing budgets, TV ads are compelled to reinvent themselves and work smarter than ever.

For brands fixated on capturing the hearts and minds of this younger demographic, the lingering question is why persist with the outdated TVCs?

The mismatch is glaring – broadcast TV, an increasingly irrelevant format for an audience engrossed in the allure of social media. Yet, the allure of video remains unscathed, with 66% of consumers expressing a preference for product or service information delivered through this medium.

The saga takes a captivating turn as the creative compass for TVCs pivots, aligning itself with the riveting trends emanating from the TikTok universe. This transformative journey sees brands pivoting away from conventional TV placements, choosing to wield their influence through the dynamic realms of video-on-demand (VOD) and vibrant video displays.

Traditional Agencies Hierarchies Are Crumbling

The traditional hierarchies within ad agencies are crumbling under the weight of this revolution. The archaic ad agency leads, everyone else followsmodel is teetering on the brink of obsolescence, constraining creativity, and draining marketing budgets.

As the younger generation forges its path, guided by the lures of TikTok and Instagram, the power dynamic is shifting.

In a world where cost-efficiency is paramount, creative consolidation emerges as the guiding principle, maximising investments and delivering a seamless brand experience.

TVCs are being reimagined to seamlessly traverse the expansive landscapes of social media, where authenticity is paramount.

As the dawn of a new era beckons, will ‘TikTok commercials’ (TTCs) triumph over their traditional TV counterparts? Only time will unveil the crescendo of this riveting symphony, where creativity, adaptability, and digital prowess will determine the victor in the battle for consumer attention and loyalty.

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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


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