Like two siblings competing for the attention of their parents, digital and traditional advertising have been vying for the attention of advertisers since the digital agedot-com bubble era.
Many have portrayed this as a war between generations, and the old guard "just didn't get it.
"But this should not be seen as a war of relevance between the elderly and the young, or as a media war where advertisers spend billions of dollars.
Because the losers of this war are not just advertisers, but consumers they serve.
While we should all acknowledge the rise of digital advertising as a strategic media channel in the advertiser's arsenal, the more beneficial point is that we can get rid of "zero"
A game mode that wins and loses.
Instead, we should adopt an "add-on" view in which advertising itself is constantly evolving and new tools and perspectives are constantly evolving to meet the needs of advertisers and consumers.
The need for this evolution is no longer ignored by old guards, as young upstarts eventually replace television as the dominant advertising media with consumption.
In 2017, digital marketing surpassed television advertising for the first time.
Television advertising has reportedly generated $178 billion worldwide and digital advertising revenues have reached $209 billion.
However, the huge marketing gap is arguing about tradition and tradition.
Numbers and old
New, TV and digital marketers have chosen different directions.
Actual consumption trends, however, do not support this.
According to the report by August 2018 Nielsen, people actually look at more-not less --
Especially when you're thinking about spending on tablets, smartphones and the Web.
In addition, adults in the United StatesS.
In fact, spend more time watching live TV every day (16 minutes more)
2018 was more than 2017.
Have we ever thought that the use of the media is wrong, in turn, because it is a "one or another" mentality to make a decision?
Television can provide the scale and memory that advertisers seek.
According to the data compiled by the global television group, in a month, television covers almost everyone on Earth, covering 90% people a week.
It is this influence that makes TV a powerful form of advertising.
TV can not only help you reach a large number of viewers, but also reach the right audience through behavioral positioning.
If you think TV is for traditional brands only, think about it. New-
Age brands like Fitbit and Airbnb have seen a rapid and significant increase in digital engagement (
Measurement by site traffic)
Once they start advertising on TV
"In fact, Google did not push search.
It just makes it.
No one is typing randomly in the name of a brand, product or service.
Everything starts somewhere else.
We have to look at these intersections to see the big picture.
Media connection.
You need to focus on the synergies that exist between TV and numbers, not the differences. . .
The more we think about Google as a destination, the less we think about it as a starting point, the more we can understand its connection to TV . " Eicoff's president and CEO said in a blog post in March 2018.
Google's 2017 update on the impact of television on search certainly acknowledged the correlation between the two.
Google's groundbreaking work at the zero hour of Truthand micro
Search is growing, but ignores the "stimulus" that drives search, although this is clearly part of the pattern.
The scale and popularity of TV is undeniable, and digital TV provides unparalleled accuracy.
In fact, we see more companies, including our own, focusing on combining radio and television advertising performance with digital interaction.
Based on data on the performance of television advertising through digital participation, advertisers can adjust their search ad bids and budgets and identify improved broadcast opportunities.
In addition, you can gain insight into your ideal customers through detailed data on who is interested in your product, brand or company.
This detailed view of who is interested provides the company with an opportunity to drive participation.
You can encourage your audience to interact with you and attract them.
For those who want to start a truce between TV and digital advertising in their own organization, here are a few great first steps: 1. Improve cross-
Team communication.
Encourage your digital team to ask the TV team about their media strategy and participate in the TV media-
For meetings and vice versa. 2.
Find a web analysis solution (
Apart from Google Analytics)
Give you access to visitors
Level data that can be exported for analysis. 3.
Television media are required to report live and provide date, time, creativity and market data for each live report.
With these data and free data analysis tools (
Like Google Data Studio)
, You can start to quantify the basic "boost" of TV generation and start exploring other ways to actively activate new activity strategies using this data.
Like peanut butter and jelly, the TV's scale and digital accuracy are better: better combined.
This direct association, according to the latest Facebook IQ study.
The study looked at daily behavior in the United States. S.
Television viewers revealed that 94% of the respondents had a smartphone nearby while watching TV.
So, come on, TV and numbers, it's time to stop fighting and work together to increase your strength for the greater good.
With TV, you can build credibility and scale to drive digital interaction.
Digital TV is a complement to microtargeting at additional touchpoints such as paid search engine advertising, audience repositioning, display advertising, and social media.
When you all grow up and realize that you all support each other and need each other, advertisers, consumers ---
To be frank, all of us-
Will be better.