The television advertising industry is undergoing some dramatic changes, and most people know that online has something to do with it.
If you are involved in broadcast advertising but not actively investigating these changes, you might be behind the curve.
The Lure of Online
Yes, television still plays a major role in advertising. We don’t need to tell you that TV ads do an outstanding job in capturing the attention of consumers, and that market research over the years have shown that audiences perceive TV ads as highly credible, and pay more attention to ads on TV.
But at the same time, consumers have changed their behaviour, moving in droves over to portable devices. Consider the following:
- Millward Brown’s Adreaction report shows the average Australian spends a total of 271 minutes on smartphones, laptops and tablets, versus 125 minutes watching the telly daily
- A recent Bank of America survey found 76 percent of smartphone users consider their mobile devices significantly more valuable than TV. Also, 79 percent of the survey respondents would give up alcohol or chocolate to regain access to their mobile phone.
- Experts and researchers say digital screens and devices trigger primal brain wiring and powerful social/dopamine reward mechanisms, making them habit-forming and potentially addictive.
It’s clear that this is a time of change. So what are some things TV ad production people can do to adapt to these changes?
Retain TV, but Expand To Online
Online, just as it has affected print, is having a big impact on TV. Make no mistake, the TV market is still healthy and growing: ZenithOptimedia predicts a 5.2% growth in global TV ad spend between 2013 and 2014. But according to Gartner, mobile ad spend is expected to increase by almost $5 billion in 2014. That’s a market that advertisers and agencies ignore at their own peril.
Broadcasters, on their part are embracing the challenge of online video. They are moving to fold tablet and phone viewership into their own business models, via value-added experiences, and playback services.
Online, visually rich forms of media like video have been shown to be highly shareable, providing engagement levels that blow traditional banner ads out of the water.
For agencies and studios with a good base in traditional TV ad production processes, this presents a great window of opportunity to think about how they can apply their capabilities and processes to expand into online offerings, like extended versions of TVCs for online viewing, behind-the-scenes footage, short films or video display advertising.
Understand Multiscreen Behaviour
While the recent Australian Multiscreen Report by OzTam found that Australians are spending more time watching TV than they did a year ago, they are complementing their viewing of TV and other video by using Internet connected devices.
Even when we are watching TV, we are often engaging with another screen simultaneously. Surveys of consumer behaviour found that 71% of the time, people using multiple screens are looking at unrelated content – usually to fill the time during TV ad breaks, or to multi-task on social media.
Even so, there is a degree of migration between screens. Notably, consumers tend to visit a brand’s website or Facebook page if it is featured on a TV ad that they are interested in, and they show an interest in supplementary online content such as behind the scenes footage and other extras that support a TVC.
We need to consider these multiscreen habits, and find ways to engage with consumers as they navigate the narrowing divide between online and TV, as well as find ways to analyse the successes of campaigns.
Deeper Insights from Social Media
We have people live-tweeting their way through television programs, but the jury is still out on whether social media integration is really such a big thing for advertisements.
That said, it’s great to have viewers who are publicly advertising their engagement with the content in real time. This is a real opportunity to improve our audience insight by analysing these social media sentiments. It can also help us build some good ideas for cross-media campaigns.
Are your broadcast and social media departments playing nice together? Also consider forming partnerships with program streaming providers, and see what insights can be gained by combining the expertise from both areas.
Hard Sells Fall Short
Now that consumers are no longer a “captive audience”, the traditional 15 or 30 second hard selling, over-produced ads are far less effective. This is especially true on the Internet, where cynicism rules the day.
The new generation of connected audiences don’t really mind advertising – IF you do it on their terms, and successfully engage and entertain them at the same time. Hence the effectiveness of cross-media advertising campaigns and longer form narrative videos. Case in point: the popularity of half-time Superbowl ads.
The age-old secrets of advertising still apply in the digital world:
What This Means For Advertising Production
The demand for longer form videos online means a greater focus on the creative and production processes, possibly having to work with a greater variety of crew to attain the required production values.
The need for authenticity means brands need to define their visual style – putting a renewed focus on things like camera work and colour grading, and the emotions they evoke.
Multiscreen and cross-media campaigns mean agencies need to encourage teamwork across traditionally siloed departments. Print, TV, radio and online need to work together, and establish the content and technological links that allow audiences to seamlessly flow from one form of media to another.
Hayley Fisher [pictured] is the AUNZ Country Manager at Adyen. In this op-ed, she discusses the upcoming holidays sales season and explains marketers can help drive sales. Over the 18-months the pace of ecommerce has accelerated to new heights. According to latest figures from the Australian Bureau of Statistics (ABS), a record $44.2 billion was […]
TPG Telecom has announced it will hold a creative pitch to further develop the Vodafone brand here in Australia. Last year’s merger between Vodafone and TPG brought together a family of brands under the TPG Telecom group, with the creative shift to position Vodafone for the future. While Vodafone’s long-standing relationship with WPP will continue, […]
Following 18 months of intermittent lockdowns across Australia, shopping centre giant Westfield is launching a new service that will tap into the ecommerce boom. The new service, named Westfield Direct, will take on the likes of Australia Post by providing shipping directly to customers. Shoppers will also be able to select items from an online […]
SBS has been recognised as one of Australia and New Zealand’s Most Innovative Companies, in the prestigious annual list published by the Australian Financial Review and Boss Magazine, from over 700 nominated organisations. Ranked third on the Media and Marketing list, SBS was the only media company to make the list, recognised for its growing and evolving multilingual digital services, exemplifying SBS’s innovative culture and strategy. SBS provides multiplatform services in more than […]
Twitter has confirmed it is experimenting with a new ad format which will see ads placed within conversation threads for the first time. The company’s Revenue Product Lead Bruce Falck made the announcement on Thursday. “Starting today, we’re trying something different and testing a new ad format in Tweet conversations,” he posted on Twitter. “If […]
In exciting news today, Mushroom Group is thrilled to announce much lauded Aussie music program The Sound will return to the ABC this November! Celebrating some of our best musical talents since its launch in 2020, The Sound Season 3 will debut on Sunday 7 November at 5.30pm (local time). Viewers can watch The Sound on ABC TV each Sunday afternoon or catch up with the latest episodes via ABC iview. Across Season […]
Strategic design and innovation company AKQA has received the top industry ranking in the 2021 AFR Boss Most Innovative Companies List. This is the third consecutive year the company has been acknowledged by the AFR for its commitment to innovation in the media and marketing category. The Most Innovative Companies Awards were presented via a […]
National news brand, The Australian, has launched a new podcast from Hedley Thomas, Shandee’s Story. Shandee’s Story is the culmination of six months’ work by Thomas, the award-winning investigative journalist behind The Teacher’s Pet and The Night Driver podcasts. The podcast investigates a harrowing cold case. Shandee Blackburn was left to die after a frenzied knife attack as she walked […]
Greater Bank has won a Silver Award at the 2021 Step Two Intranet & Digital Workplace Awards with its Intranet Built on the Elcom Digital Employee Experience Platform. The global awards recognise outstanding contributions to the fields of intranets and digital workplaces, honouring remarkable solutions that deliver business value to their organisations and then share […]
Two new research reports have revealed key drivers for ‘commerce content’ and the massive revenue opportunity it presents for digital publishers and brands. Published by independent media organisations, commerce content allows readers to understand the goods and services promoted by an editorial team. It’s now a major part of the partnership ecosystem, and a way […]