Native and digital video are revolutionizing display advertising. Times are changing, but aggressors who predict the imminent death of the TV ad are underestimating the medium. Larissa Bannister gives some reasons why TV commercials will survive in the PVR era. Almost every part of that equation has changed.
Agencies are better informed than ever about consumers, as they have accumulated huge stores of their data. But many of those consumers, especially young people who are wealthy and appreciated by advertisers, hate ads so much that they are paying to avoid them. Traditional advertising may finally be dying before our eyes. But despite several claims that traditional advertising has disappeared forever, it has still managed to remain a viable marketing medium, and there are even supporters who argue that traditional advertising will never go away.
While display advertising includes standard banners such as the much-loved and much-maligned 300×250 medium rectangle, it also includes innovative new forms that benefit from advances in native and digital video advertising. This is also true of the new generation of digital video advertising that is presented in a content source rather than in a video stream. Advertising in each new medium begins as an uncomfortable accompaniment and, over time, matures and takes on a more natural form, fitting more comfortably into the content. These two totally govern online advertising today, and each one possibly offers among the least annoying ads on the Internet.
Get the latest creative work in advertising, media, marketing and digital delivered straight to your inbox every day. But they could actually dig up some ads, and maybe even develop a craving for a little drink called Coca-Cola. Viewers can now send their personal information to advertisers through their set-top boxes, letting them know what products and services they are interested in. According to recent research by Starcom, advertising awareness is only 17 percent lower in households with PVR than in households without PVR.
As a result, the advertising industry faces an “existential need for change,” according to a strong report released Monday by research firm Forrester. Most interactive television is still boring to watch, but the medium offers real potential once advertisers and agencies start investing in creativity. Today, digital display advertising works for marketers across the buying funnel, from increasing awareness, desire and demand, to improving engagement and ultimately driving conversions. Those who traffic in doom want the end to be almost close for the traditional advertising agency as well.
This is because digital advertising offers uninterrupted content and a constant flow of new concepts, such as social commerce, compared to traditional ones and that it is able to measure its success through analytical tools, rather than not being able to measure the impact and, therefore, control the growth of its audience. In addition to the obvious advantage of avoiding waste, advertisers could also customize their TV ad directly to the consumer, so television could become as targeted as direct mail.