Is the digital revolution killing TV advertising? Les Binet DDB Matrix

“The 30 second ad is dead” “Young people don’t watch TV any more”. “TV viewing is in decline”. “Audiences are fragmenting, making TV less effective and less efficient”.

“Young people don’t watch TV any more”.

“TV viewing is in decline”.

“Audiences are fragmenting, making TV less effective and less efficient”.

“ Bollocks!”

Youngsters watch a bit less TV. But then they always have done.

Total TV viewing is static. Commercial viewing is rising .

Fragmentation is reducing the cost of reaching people with TV.

TV is becoming more effective, not less.

The IPA dataBANK shows that… … the most effective campaigns generate emotional engagement and fame. … TV is good particularly at both. … campaigns that use TV are more effective and efficient than those that don’t. … TV is the most accountable medium, because the sales effects are so easy to measure. … the digital revolution is making TV stronger.

… the most effective campaigns generate emotional engagement and fame.

… TV is good particularly at both.

… campaigns that use TV are more effective and efficient than those that don’t.

… TV is the most accountable medium, because the sales effects are so easy to measure.

… the digital revolution is making TV stronger.

The Future Delivery mechanisms may change, but “TV” viewing will remain steady, or even rise. Ads will continue to provide most of the funding. Ad avoidance technology will reduce reach slightly, but falling prices will compensate. Tighter targeting, improved interactivity, and lower prices will increase effectiveness further. Low barriers to entry and ease of ad avoidance will make creativity even more important.

Delivery mechanisms may change, but “TV” viewing will remain steady, or even rise.

Ads will continue to provide most of the funding.

Ad avoidance technology will reduce reach slightly, but falling prices will compensate.

Tighter targeting, improved interactivity, and lower prices will increase effectiveness further.

Low barriers to entry and ease of ad avoidance will make creativity even more important.

The future looks bright for TV advertising