Has the role of TV advertising changed?
Through the use of reach and frequency, advertisers used to be able to convince viewers why one product was better than another.
It was easier then. Audiences use to watch programs en masse, and the size of the advertising budget directly correlated to size of market share.
But with today’s fragmentation of the viewing audience, due to more viewing options as well as ever-more finite targeting, reach and frequency are losing their effectiveness.
How many see something is being replaced as a key performance indicator by how long consumers choose to spend with the brand – online – through websites and social media.
TV today is becoming more like a trailer to a movie, designed to entice a viewer’s interest so that they can then go spend more time with the brand online.
How many advertisers treat their TV advertising as trailers?
Or, as an elevator pitch?
Seth Godin said it best awhile back.
“No one ever bough anything in an elevator. The purpose of an elevator pitch isn’t to close the sale. The goal isn’t even to give a short, accurate, Wikipedia-standard description of you or your project. No, the purpose of an elevator pitch is to describe a situation or solution so compelling that the person you’re with wants to hear more even after the elevator ride is over.”
TV advertising should be seen as the brand’s elevator pitch. Its purpose is to entice viewers to want to find out more once the commercial is over.
This means having your “feature” ready and running online. So that when consumers do come to find out more, you have something to share with them.
The fact is today, as viewer’s become more in control of their viewing experience, the role of advertising is no longer to sell, but to help people buy.
Selling means you’re working off your own agenda and self-interest. Helping people buy means you’re working off their agenda and self-interest.
This leads to a very different type of advertising. Not just online.
But, also on what used to be the world's best platform for selling.