Facebook Twitter YouTube Instagram LinkedIn Wikidata
Category:

Do We Really Need TV Spots Anymore?

For decades, the :30 TV spot defined advertising.

There was no better medium to tell a brand story than film, and no better way to reach the masses efficiently than television. When it came to emotionally connecting to an audience, a well-crafted spot combined music and pictures to touch the hearts and minds of open, receptive audiences.

But audiences have become much less receptive and open. And it’s no longer even arguable that you can reach a mass target efficiently on TV when there are hundreds of channels, time-shifted viewing and subscription networks like Netflix to fragment a brand’s media strategy. Is it time for the :30 TV spot to die?

The answer is yes. But it won’t happen soon. As cable giants like ESPN cut their staff due to falling viewership, advertisers gain a new advantage. It is advertisers that will keep TV “free.” The cable companies and networks are too dependent on the revenue, and as that revenue drops, ads will step in to fill their earnings gaps. So get your fast-forward finger ready. The future, at least for the next 10 years, is more TV spots, not less.

But the answer is also no. Eventually, almost all content will be delivered on your favorite mobile device, personally targeted to each individual. But a brand still has to tell its story. And it’s hard to beat a movie for delivering a brand’s visually stunning, emotionally stirring message. So, while television itself might not be the place where these brand movies are seen, the digital realm provides numerous opportunities to get them in front of the right audiences. We’ll be making commercials for years to come. They just won’t be called TV spots.

Give us a call to discuss creating your own brand story, TV spot or not.

Related Articles

Website Copywriting: How People Read Online
Branding | Content | Copywriting | Digital | User Experience | Website

Website Copywriting 101: Writing for How People Read Online

Writing user-friendly website content requires you to understand your users, front-load important content, use plain language, check your tone of voice and consider metadata.

Designing Packaging for Digital Display
Branding | Digital | Retail

Designing Packaging for Digital Display

Ecommerce has changed the packaging paradigm. Traditional packaging is designed for shelf impression, logically. When stocked directly next to similar products competing for the same consumers, well-designed packages will emphasize the benefits that differentiate them from competition.

Have you ever watched a vintage 1950s television commercial from a well-known brand? Outside of the obvious technological limitations, the way the marketing message was conveyed probably feels simple or even patronizing.

developing a creative brief
Advertising | branding | Branding | Creative Brief | Insights | Strategic Thinking

New Thoughts for an Evolving Creative Brief

We believe that the creative brief, like most things in marketing, is a living, responsive document that changes with time. This means that in order to develop a creative brief, we must continually challenge our own thinking to deliver more relevant strategies to account for the increased complexity of the marketing mix.

Looking for a little firefly magic for your brand?

High Point

1823 Eastchester Drive
High Point, NC 27265

336.886.1622
Cary

201 Shannon Oaks Circle

Suite 202

Cary, NC 27511