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. 

Streamabout.com

Video Ads UK Report.. They're marching on as the dominant Ad medium. 18% higher click-thrus too.

Video is becoming the dominant Ad display notably for mobiles.

According to a new Business Insider Report, US digital Video Advertising revenue will top 5 Billion usd this year. That's growth of +22% every year for the last 5.

It's replacing desktop static Advertising Display (currently 26%) forecasted to 40% by 2020.

Video Ads produced higher click-thru rates (CTR) than normal display ads. 18% higher.

Facebook, Instagram, Twitter have joined most media in offering new video display opportunities.

And viewability issues are being replaced by guaranteed video views.

So Video Ads march on.
You need to be involved in space with your campaign.

And yes, we create them and yes, we place them.

Netflix stock is soaring....and better still, they're showing The Interview.

Netflix stock is soaring tonight.

Up +13% in after hours trading on great last quarter numbers showing strong subscriber growth above expectations. Not bad, after a hard fall in October.

But better again, they've announced that they will screen 'The interview' on Jan 24. That's the movie that the North Koreans love and the movie that caused the consternation at Sony. And that's the movie that no one else was brave enough to air.

So good on Netflix.
And aren't we glad to have digital who'll show the things that no one would.

I hope the stock keeps going up - their credibility sure has.

New BusinessInsider Report. Video Ads replacing TV.

Video Ads are growing faster than any other medium according to a new report from the reliable BusinessInsider. It is exploding.

Not only that, they're replacing TV and have the highest click-thru than any other digital format.

As TV declines by circa -3%, Video Ads are growing +100% year-on-year and will reach 5 Billion usd by 2016 (from 2.8 Billion in 2013).

That's much faster than any other form of digital display as the medium attracts more advertisers. Programmatic buying, RTB is also driving their usage and viewability as well as new video platforms.

This is simply part of a story of an ongoing trend that sees Video online becoming the new advertising driver. They're becoming easier to find (YouTube is the second biggest Search engine after Google), easier to share and more engaging than a traditional 30 seconds of TV commercials. 

They're also much lower cost delivering a full mediaplan significantly (-70%) less than a TV expenditure and delivering higher audiences with full analytics regarding reach/frequency.

They do more, for less.

You'll get the report here 
http://www.businessinsider.com/digital-video-advertising-performance-and-growth-trends-2014-8?nr_email_referer=1&utm_source=Triggermail&utm_medium=email&utm_content=emailshare

But you'll get video ads from Streamabout.

Video Ads exploding at the cost of TV. That's not me saying it, but a new BusinessInsider Report.

Online video Advertising is growing faster than most other mediums (!) and other digital formats.

That's not me or Streamabout saying it, but a new BusinessInsider Report. They estimate video advertising revenue will grow by nearly 20% year-on-year through to 2016 anyway.

The only growth as fast, is mobile.

Total Revenue will be circa 5 billion usd in 2016 from 2.8 billion now. And that money will come from? TV

Equally too, as a consequence, more video placements are, and will, open up, reducing media costs. We know too that video ads have the highest click through rate (CTR) at 2% so they deliver value, if you get the views.

The point is not just producing digital video, but what you do with it afterwards - something that companies like Streamabout are offering. It's becoming campaignable rather than 'one offs' and that's key.

Video Ads are more engaging too, longer and better than any TV Commercial and with the benefit of direct targeting as well as digital analytics.

After all, when did you last click a TV Commercial.