4 ms·
TV is just another medium. The most expensive one, and marketers sometimes question it's cost effectiveness and shift investment to online video. And then shif
by zzalpha 9y ago
TV is just another medium. The most expensive one, and marketers sometimes question it's cost effectiveness and shift investment to online video.
And then shift it back again.
The stories are legion of advertisers transitioning to online advertising and back again when they discover it's less effective.
Combine that with increasing awareness of impression fraud, and the difficulty of controlling where media is placed (resulting in brands appearing on... Questionable sites), and it seems the internet advertising hype is deflating a bit.
And rightly so. As you say, it's a weapon in the arsenal, not a wholesale replacement for traditional TV advertising.
- libertine 9y agoUsually the shifts come when some mediums stop being saturated - Apple uses outdoor media in specific areas for example (something traditional for high end products, like Rolex, Aston Martin, etc). I think that one of the main problems of TV is the cost of production is increasing, and they don't want to kill their margins. Even the live content is dropping it's quality - that's why sports are still kings of audiences. Ad fraud, viewability and brand safety are defintly hot questions atm, but tools are already being set in place to help it (I don't think there's a definite solution) - some brands blew it out of proportion though, other brands are using this to drop down the costs. But yeah, it's just another weapon - TV is definatly the heavy artillery.