Being upfront about the future of television monetization
May 12, 2017 – CIO – Forget what you’ve heard about digital being the death of television. Digital and data is only strengthening the power of television.
How many times have you heard that television is dead? Gone are the days of MASH, when television shows were an event. It’s all about going digital, they say.
While many are cutting the cord, it’s not time to give up on the power of TV. TV advertising remains a highly effective advertising medium — one that digital complements well. In fact, according to ARF, out of 3,200 advertising campaigns, TV advertising was “the most effective vehicle for driving ROI, and adding digital to a TV campaign yields a 60 percent kicker effect.” This is not something brands can ignore.
Television advertising and measurement largely rely on ratings – known as the Gross Rating Points – for buying and selling. This is often referred to as the “currency” – one which has been in place for over 60 years. However, this is changing, albeit slowly, due to the availability of digital and data.
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