TV alive and kicking as tech giants pour money in advertising - MARKETING Magazine Asia


TV alive and kicking as tech giants pour money in advertising

TELEVISION IS STILL WORTH THE AD SPEND

Despite the fact that there is a rumour that television is dying, Google, Amazon and Netflix spent more than RM1 billion on television advertising in 2017.

So one can conclude tv isn’t dying, at least not yet. In October 2017, Google spend $17m more on TV than Target and Walmart combined.

Television is in fact very much alive with studies showing that Americans at least spend 4.5 hours watching television a day.

That’s more than four times the amount of time spent watching YouTube, Twitch, Netflix, Hulu and Amazon.

The question is why do tech giants spend so much on TV when it has become so hard for brands to reach large portions of their audience with traditional advertising methods.

Because they know it works. Digital-native companies are hyper-focused on being able to prove their return on ad spend (ROAS).

This knowledge helps them determine which channels to invest in, where to allocate resources, and how to optimize future campaigns. Until recently, digital was the only channel that offered this level of measurement.

Today television platforms have measurement capabilities that allow brands to know exactly who saw their ad and what action they took as a result.

The learnings derived from this data, as well as those from subsequent campaigns, can be applied to make TV advertising more efficient than ever.

One example of a giant that has worked this method successfully is Procter & Gamble which took $200 million out of digital advertising and put it into television. This led to them increasing their reach by 10%.


BEST OF GLOBAL DIGITAL MARKETING Conference 2018
The Best of Global Digital Marketing returns to Malaysia – showcasing best practices from all over the world!
Feeling a bit puzzled regarding what actually makes your content shine in the digital space?
Having investigated hundreds of case studies from all over the world – we now have the answers for you.
Hando and his team have monitored over 200 digital marketing award show across the globe. Based on this extensive work, they produce in-depth case studies which go into the making of the Best of Global Digital Marketing conference. Meet them in person:
Speakers with digital domain expertise:
# Hando Sinisalu – CEO and Speaker, case.digital (previously known as Best Marketing International)
# Joakim Borgstrom – Executive Creative Director, BBH Singapore
# Nikhil Panjwani – Creative Director, BBH Singapore
# Roman Olivarez – Creative Director, Lowe Makati City
# Amit Sutha – Managing Director of Universal McCann and Ensemble Worldwide
Global Case Studies include:

  • Wendy’s ‘’Find the Burger’’
  • Rexona ‘’Mobile Voice Pack’’
  • KFC ‘’Rain or Shine – KFC Sells’’
  • IKEA ‘’Human Catalog’’
  • NIKE ‘’Hyper Court’’
  • Dove “Image_Hack”
  • Ontario Tourism ‘’Where Am I?’’
  • Santander Bank “Beyond Money”
  • McDonald’s “Promoticon”
  • Nissan ‘’KEFA – Fake Spare Parts’’ and many more!

Date: 4 September 2018 (Tuesday)
Venue: Sime Darby Convention Centre, Kuala Lumpur.
Time: 9.00am – 5.00pm
Book your seats early, HRDF-Claimable!
Call Ruby/Amira 03-77262588 or email [email protected] | [email protected]
Register and Download event PDF here
Full details: http://best-marketing.eu/events/kl-2018/


MARKETING Magazine is not responsible for the content of external sites.



Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene