TV marketing: The future is digital

TV marketing: The future is digital
Jens joined the group in 2009, and is now head of the Nordic operations at NetBooster and a member of the Group management Strategy Committee. He has 25 years of international management and consulting experience with IT, Telecom and Media at IBM and other international companies in Denmark, UK, Hong Kong and Germany.

Digital disruption has had a major impact on many different industries and shows no signs of slowing down. The marketing industry, in particular, has felt the effect of this shift and is already tackling the challenges – and opportunities – that digital can bring.

For many years, the medium of television has been a key tool for marketers when it comes to engaging with their target audience.

However, the days when viewers would only watch their favourite programmes on their TV have long gone; today’s viewers now access their programmes through many different platforms, including tablets and smartphones.

This change represents a shift away from traditional viewing, as viewers are now able to download, live pause and rewind through their programmes.

Whilst this may be great news for the viewer who has greater accessibility to their programmes, for brands it means reconsidering their overall marketing strategy.

With TV now moving more and more towards digital, viewers are looking for any opportunity to skip adverts – so how can advertisers communicate their brand’s message when the TV landscape is changing at such a rapid pace?

The digital era

Brands are already adapting their marketing strategies to ensure they are engaging with their target audience across multiple platforms.

However, some caution needs to be applied when pursuing this kind of strategy, as not all generations will be as quick to embrace digital.

The older generation is a high-value demographic for most brands, and traditional TV remains a vital media channel for this group. However, the majority of consumers are increasingly moving towards mobile devices and social media platforms for their TV needs, which means that brands need to respond to this shift.

Millennials, in particular, are enjoying on demand digital services like Netflix and Amazon Prime. These service providers understand their audience very well and know exactly what to deliver.

For example, Netflix has announced that users can now download programmes onto their mobile devices to watch even when they have limited access to Wi-Fi. If brands want to survive in this digital era, they will require a high level of understanding to help them remain competitive.

Creating a strategy

In order to create a holistic marketing strategy that can survive the changing digital landscape, brands need to consider where the future of TV is going.  

1:1 personalisation, for example, is an emerging form of TV advertising that can enable brands to tailor their engagement to specific customers and offer them unique content.

The latest innovations in this area are being introduced through digital and therefore providing marketers with new opportunities to broaden their outreach in areas including Virtual Reality (VR) and Augmented Reality (AR).

The future is digital

So what does the future hold? Streaming services such as Netflix have already had a major impact on traditional TV advertising, but this does not mean that traditional broadcasting will become extinct, of course, as live programmes and high-profile sporting events will still draw millions of viewers to ‘the box’.

However, it is no secret that advertising rates are dropping for TV more generally, with many marketers now moving their attention and budget towards digital instead. As a result, we will soon see digital programming overtaking traditional TV for marketing purposes.

Brands that have not done so already must therefore embrace the transition to digital, with the help of professionals who truly understand the digital arena.

Not only that, but in order to remain competitive and engaging to audiences, brands will need to ensure they remain agile enough to react to further changes and opportunities as they arise. 

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