Digital Advertisers, The Saviours of Television Advertising?
With all the problems of the current National & Global economy many people in the industry would have predicted that TV advertising was going to suffer. This along side the predicted ‘Death of TV’ which has been speculated over for years due to the accountability offered by digital advertising, making television advertising a lot less compelling.
However in a report in AdWeek, “national advertisers are expected to finalize fourth-quarter prime-time upfront advertising ‘holds’ to ‘orders’ of more than $2 billion.“
AdWeek then goes on to say that :
“…most advertisers will not abandon national television in the fourth quarter, with just about every marketer planning to spend as much, or even more, than they committed in the May upfront.“
This has obviously got many people in the industry confused, but it would seem there is an easy explanation; one of the media buyers, AdWeek spoke to, believes that the main contributor to the surprisingly buoyant television advertising market is the digital advertising market.
“One media buyer said he believes the broadcast networks’ ability to offer digital ads as an extension of TV buys also has motivated many advertisers to stick with Plan A. ‘I sense clients are realizing that TV and digital ads are very complementary, and driving TV viewers to a Web site for more information can help close a sale,’ the buyer said.“
If this is true then this can only be good news for everyone, and it would suggest that there is a definite opportunity for advertisers who offer multi-platform advertising deals TV, Web, Magazines, Newspapers etc…
To put it simply digital doesn’t need to be positioned as a superior competitor to broadcast, print, etc… but in fact part of the mix, just another advertising medium!
It stands to reason that the companies who will benefit most from this “integrated advertising” are broadcast networks and other big media companies. However this does not rule out the smaller guys, who as long as they act smart can also look to combine the best of all worlds.
In more recent years that the worlds of media and advertising have become highly-specialized and those who will thrive in the media and advertising business today will be those who focus their energies on taking advantage of synergies, not those who are focused on creating conflicts.
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Tags: advertising reseach, digital advertising, tv advertising
