Television, like most media, is changing. In many ways, it has already changed and advertisers have had to adapt to how they use it.
It’s clear that regular TV (or ‘linear TV’ - meaning standard broadcast with set ad breaks and spots) is still delivering the numbers. Shows like Love Island still pull in an average of over 2.5 million live viewers meaning big opportunities for brands to take advantage of the hype.
Even old-school classics like Coronation Street still pull in gargantuan numbers. They routinely have a 4 million strong live audience. Meaning ad spots in the breaks around Corrie are at a premium, but for good reason.
Of course millions more also watch these programmes in different ways, via catch-up services, through digital box-set collections, and even through piracy (the Game of Thrones series premiere in 2019 was illegally downloaded around a billion times).
And it’s these new ways of watching TV that has affected advertising. Today, we’re able to target more efficiently because of audience data collected via the various platforms.
TV is about filling the right frame and the right time to reach the right people.
Millions of users are registered across services like the ITV Hub, Sky Adsmart and AllFour. Meaning they can offer first part data from real people to help target adverts. This, combined with other data, allows us to build a better picture of who’s watching certain programming and when.
These Video on Demand (VOD) services also allow for audiences to click, or tap, straight through to a campaign landing page; creating easy opportunities for audiences to convert on the spot.
Most importantly, there are no other media options that offer the brand building power of TV.
It builds trust and brand affinity (if you get your advert right) amongst a large number of people.
John Lewis captures the attention of the nation every year. Here's one of our favourites.
Just look at the coverage that the John Lewis advert gets every Christmas or the way online brands like Just Eat or Amazon use the trusted platform to create a familiar brand presence.
What has changed is that the advert is no longer displayed on standard TV alone. Instead, it is often used as the focal point and foundation around which a successful, targeted, results-driven campaign is deployed.