Television Advertising Not Dead Amidst Lower Viewership
Around the world, there is a shift toward streaming services as television is receiving less and less viewers each year. People want to view content on their own terms and not spend their time wading through commercials as part of a television broadcast. Digital advertising has gained prominence in this time by being able to harness the power of large amounts of data of its users. Online, advertisements can be tailored to a specific consumer’s lifestyle and spending habits. A commercial that airs on television isn’t nearly as targeted and will be skipped past by viewers using a DVR. Despite this shift in advertising paradigm, spending on television advertising will remain steady in 2017. According to John Koblin and Sapna Maheshwari, ad buyers are ready to pay around 9 billion dollars to have their ads on major broadcasts. As it stands, not advertising on broadcast television is a risk and a cost ad buyers and major brands aren’t willing to take.
The author, Bob Ottaway, is President and Founder of Ottaway Digital. Established in 1999, it has been a pioneer in SEO, digital advertising & social media since 2006.