Tuesday, 24 May 2016

Television Effectiveness Versus Digital Video? The Mad Debate.

It's a worrying time when the debate about Television being more effective than Digital still labours on. Nastily.

I don't know how many traditional TV Campaigns we've managed in our pasts..... If it's not in the thousands, it's certainly in the hundreds and that doesn't necessarily gives us authority, but it does give us experience. Saying that too as the author is both a former Madison Avenuer and Fellow of The Advertising Institute. Agency blue-blood.

And how many Digital Video Campaigns have we managed? Thousands too.

But this debate seems to become angry with Traditionalists Versus Digital Evangelists whereas really what matters, is what is the audience doing? 

Where are the eyeballs going?

The TV traditionalists seem to blindly like TV, because that's the way it's always been done without understanding, that the world, their world, has changed 360 degrees.

Clearly too, one is not a substitute for the other, despite traditional TV data produced (and paid for) by TV Broadcasters which is dubious, at best.

It's common sense to understand that the TV audience is in decline.

With the high penetration of Social Media (Facebook, Twitter) predominant and with their peak usage in evening times, has to mean less TV is being watched. You can't be actively doing both.

The increasing high penetration of Ad-free streaming services (Netflix has over 250,000 homes in Ireland alone) which are watched at peak time, has to mean less TV viewing. 

The cable chord cutters are watching less TV too de facto. The prevalence of second screen viewing, must mean less TV is being watched. The huge growth in YouTube especially amongst the youngers, means they're watching less TV.

The decline in published ratings, means less TV is being watched in itself albeit, US broadcasters are now dependent on live sports rather than traditional "shows".

The growth of Apps (Tinder for example) at the very least, diminishes the OTS (opportunity to see) of TV. The growth of Mobile activity takes away from TV viewing. Better broadband brings homes more digital viewing opportunities as well. The Ipad and ITunes. 

And so on it goes on, common sense. The more distractions, especially at key peak time (high advertising expenditure times), the more TV viewing will decline. 

It struck us in this week especially, what a great example of video effectiveness this was.

In less than two days, this online digital video topped over 100 million views and is now Facebook's most video live video ever. We have no doubt it is already over 200 million views.

The Hasbro mask (44.99 usd) sold out (http://abcnews.go.com/Lifestyle/chewbacca-mask-sold-online-womans-video-super-viral/story?id=39292349)

And the Media cost? Zero. Nothing. Nada. Except the cost of producing the video.

Now what TV Campaign could deliver that audience? None

And at what cost? Certainly millions of dollars if you could achieve it using TV.... which you can't.

And the one big reason? Shareability. 

You can't share a TV Commercial and that's one big downside of traditional TV viewing (despite audience numbers) where Digital has the advantage (as this video shows).

Not only can it be shared, but to a like-minded demographic (friends and followers), a marketers dream in fact. Thereby, effectively communicating the message exactly to the target. 

So when we talk about TV Advertising effectiveness, let's not kid ourselves because we want Clients to keep thinking it....in our own vested interest, or, because we can't keep up with the digital age.....

And let's not argue blindly.

There's a role for both, absolutely. 

One is growing, one is declining, but all that means is that the eyeballs are switching. And as marketers or Ad men and girls, that's what should concern us most. 

Rather than defend a position because it's all we know. What are we afraid of here? It's good news because online video creates new, long form opportunity. No longer are we hampered by that 30 second Commercial length for example which should nurture creativity. 

Stopping Digital Video is like standing on Dollymount Strand and trying to push out the waves. 

Let's not do that and let's give the correct answer to Clients. Impartial arbitors of media.

Like the peasant's in Lamb's essay, we know not how to roast pork, other than to burn the house down.