The question is, changing into what?
Some say that TV advertising is dying. Others qualify it by saying TV’s only dying among Millennials, quoting the statistic that one-third of Millennials watch no broadcast TV.
I’m not here to debate the death of TV. I’d rather talk about how it should be used going forward.
Because it’s not TV itself that has changed so much as it is how online has changed how we use TV.
It used to be that a TV spot ran and we had a choice. Consider the product or not consider the product. If it was the former, we went to the store to check it out.
That’s all changed.
Instead of going to the store, we now go online. Which changes the objective of a TV commercial, doesn’t it?
Instead of driving people into a store, the objective of TV advertising today is to drive them online.
Knowing this, knowing that crucial product information can and will be delivered online, the way the TV commercials is constructed can change. What the commercial needs to say can change.
For a comparison, consider the role of the movie trailer. Its job is not to share with you the entire movie, but rather to entice you enough to make you want to spend your money to see the entire movie.
Perhaps the role of TV commercials today should be considered similar to the role of movie trailers.
While movie trailers drive people into movie heaters, TV commercials should aim to drive people into what I call Brand Theaters – the brand’s online presence.
Once in the Brand Theater, the interested party can spend as little or as much time as they want, exploring the brand. Once in the Brand Theater, the longer story can be told.
It is in the Brand Theater where the consumer makes the choice as to whether to visit the store or not. Hell, with online sales, the store is already in the theater.
Thinking of TV commercials as trailers, changes the way we think about TV commercials.
It changes the way we create TV commercials.
And, it should also change the way people watch them.
After all, while it’s often said people hate commercials, the same is seldom said about movie trailers.