In another blow to TV in the US comes this article saying a lot of big brands are moving their holiday ad spends off TV to other channels. Will the same happen here over the silly season?
Shortly before Hallmark would have traditionally launched its seasonal commercial heart-warmers, the greeting-card giant made a surprising confession: This year, for the first time ever, it would spend nothing on holiday TV ads.
Instead, the struggling keepsakery’s ornaments division will go all-digital, spending on cheeky YouTube ads and partnering with bloggers to sing the brand’s praises. It is also paying the photo-sharing app Snapchat to plaster Hallmark’s logo onto family pictures taken beneath America’s big downtown Christmas trees.
Hallmark’s decision to forgo its decades of feel-good marketing was seen by many as another blow against TV. Where television ads are pricey and imprecise in their reach, a growing number of companies say, digital marketing is a cheap laser beam.
But in the holiday selling season, can the Web truly replace old-fashioned tear-jerker TV?
“When’s the last time a banner ad made you cry?” said Brian Wieser, a media analyst for Pivotal Research Group. “If you’re a greeting-card company, it sure better.”