Is the Internet KILLING TV?
John-Paul Drake
Director of Drakes Supermarkets. LinkedIn Top Voice. Red Bull Commercial Athlete 😜 Retail World Cover Boy.
So who is actually watching TV commercials??
Over the last few months I have noticed that I am watching less and less TV, it got me thinking am I on my own? Or like I keep getting told, you're not the norm! Albeit hard to find, there seems to be some truth to the fact that more and more people are watching TV, Fox, Netflix, Presto and YouTube, but the truth is that they are watching it in their own time. This meaning that TV commercials are being fast forwarded. So what companies are taking advantage of this turn around? With everyone fast forwarding and the millennials watching more internet based viewing, they are known as cord-cutters. Where does this leave the traditional advertising, and why are the big companies in general so slow to react?? For example, advertising budgets for commercials being the same as the past years. I can only put this down to complacency in a sceptical ROI world.
In the supermarket world the ROI on a paper catalogue is the old sales increase, something which i feel is extremely out dated but a measuring stick that the independent industry uses. At least with the digital catalogues you can see all statistics including open rates and click through; we can even see what devices the catalogues are being viewed on. Where it's fair to say there is no way of knowing exactly who is actually looking at printed catalogues. Which is why i feel it's on the same path as TV commercials. Or will the industry stick it out like a dinosaur and continue to pump money into paper even knowing the signs are saying go digital. We actually give digital no budget or something like .0000001% of a budget. Where we are happy to spend 99% on old school, we basically give nothing to digital. Do i think this is right? Hell no, but sometimes these changes take time.
We need to be where our customers eyes are. Then once there, we need to commodify the hell out of them. So this does mean being on multiple platforms and across a range of age groups. If this means taking a risk on a platform, then that is what we need to do.
Just like the TV commercial issues if we don't venture into uncharted territories, we will never be in a position to reach new horizons. So what percentage of your marketing budget is spent on digital advertising?? Let me know in the comments below.
jp
Helping everyday Aussies improve their health, one sip at a time.
7yI agree JP. You need constantly adjust your marketing efforts based on your ever-changing customer. We're a startup and spend 80% of our marketing dollars on Facebook and Google advertising and looking into Instagram now. We're also investing in creating quality content that's relevant to our audience.
Sales professional | Key Relationship builder| Senior Manager | GSD |
8yJP agree mate. The biggest indicator with TV advertising becoming less relevant is they ads they are running themselves with Russell and Kochy justifying why its the best medium. They are obviously chasing the $$$$ now the spend is decreasing. Its understanding your customer that will get the best cut through. Everyone is becoming more and more tech savvy and you need to fish where the fish are. How many people spend time on FB, twitter etc with their phones as soon as an ad is on tv? Spot on mate Paz
Director of Drakes Supermarkets. LinkedIn Top Voice. Red Bull Commercial Athlete 😜 Retail World Cover Boy.
8yThere is no doubt it had to be a blended model, In the supermarket industry at this point in time. It's a little hard to throw away 40 years of only paper to start digital. Look at it like this what will digital be doing in 40!years.
Territory Manager at Food Nation
8yThe ability to manipulate your campaigns to specific audiences is obviously the major drawcard for transitioning from traditional advertising methods to more contemporary advertising methods. However, in my opinion, I think turning a blind eye on paper and TV related advertising could hurt. Especially if your target market has not fully adapted to the new digital age.