I\u2019m still shocked by the inequality brands spend on dusty, dated marketing tactics like TV advertising as opposed to focusing (contextually-relevant) ads on places people actually spend time.<\/p>\n
Looking at the above, digital already won. Everything else is in massive decline (hint:\u00a0mobile and \u201conline\u201d are the same thing).\u00a0<\/em><\/p>\n And all that time left on TV?\u00a0For ads<\/strong>,\u00a0it\u2019s already irrelevant<\/strong>. Even those hanger-ons who (still) do watch TV \u2014 they do so while also using other devices.<\/p>\n When do you think any remaining viewers are engaged in multi-device usage?\u00a0During commercials.<\/p>\n Further, not only do none of my peers (~ages 25-30, living in a city) even watch broadcast or cable TV, if they even own a TV at all, (see the data yourself, the decline is very real) even mass audiences ignore your brand messages because they now stream shows or purchase content\u00a0\u00e0 la carte, sans commercial.<\/p>\n TV commercials on TV are over. You have to be deluding yourself to think otherwise. The truth is the\u00a0only<\/em>\u00a0reason they exist anymore are previous generation marketers ignoring shifts in consumer preference are the ones still making big budget decisions\u00a0(they think:\u00a0I still do things the same way, everyone else must!<\/em>). They\u2019re doing their shareholders a disservice and the new guard will help make the quickening shift to digital even faster.<\/p>\n The good news for ads? On the web,\u00a0advertising is content\u00a0(and content is advertising) and the brands who are creative win.\u00a0We now even share awesome ads.<\/em><\/p>\n Ads aren\u2019t dying. But they\u2019re changing, fast. TV is, in my opinion now the single worst place for them. If I were a CMO, TV would get a total of zero dollars. TV is not social. You did not ask to see a TV ad. You had no choice to potentially see a different ad as you do online. No options to skip the ad if you didn\u2019t like it. You can\u2019t remarket. It\u2019s an awful experience that was optimized for a limited-media options world, so it is no wonder in a world of infinite choice consumers have moved on.<\/p>\n If you still don\u2019t realize why (most) mass media such as newspaper and TV have failed and technology companies have supplanted them the answer is simple: tech companies focus on the user. Personalization, customization and tailored experiences based on data are the new ways to run a business. Mass media still focuses on the masses. These approaches are already done as can be witnessed by the disruption of entire industries. They\u2019re 100% broken.<\/p>\n Again, any remaining businesses with dinosaur management are dragging their feet. But once a new breed of CMO comes into power we will see ad dollars\u00a0really<\/em>\u00a0start to shift (they\u2019re already moving fast, they\u00a0should be\u00a0<\/em>faster) and fuel poured on the fire of digital media. And I for one will not miss the old, user-hostile model of being held hostage and force-fed ads.<\/p>\n","protected":false},"excerpt":{"rendered":" I\u2019m still shocked by the inequality brands spend on dusty, dated marketing tactics like TV advertising as opposed to focusing … <\/p>\n