Yes, TV is pregnant and its laying eggs of different shapes and sizes. The question is how do you want your eggs?
Some like hard boiled and some like scrambled, some prefer Omelets & Frittatas and others fancy sunny side up. So, whatever the choice is, we want eggs and that too from a big fat hen- not an ostrich egg or a duck egg but a chicken egg!
TV is the big fat hen and we all love it. We have had it in our homes for years and it has served us well. Recently there have been other more exotic and playful choices that have come up and some of us thought that we may have a new pet in the house but it hasn’t worked so far. We still want that big fat hen and love having eggs but are experimenting with new recipes and flavors.
If we look around, all advertisers big or small are trying to make their TV budgets work harder and one of the reasons for that is the recent on-line brand safety, viewability and ad fraud incidents. Last year, major companies like AT&T, Verizon, GSK, Pepsi, P&G, Walmart & Johnson & Johnson pulled millions of dollars in advertising from YouTube as their content was found to be appearing next to videos promoting extremist views.
Despite the normal rhetoric that TV is dead or is dying, the medium is still the first choice for most of the advertisers. They believe that it delivers the maximum reach and has the capability to drive both online and offline conversations. With almost 54m broadband users and 25% penetration, advertisers still opt for TV as the lead medium when developing content like Coke Studio, Pepsi Battle of The Bands, Nescafe Basement, Miss Veet Super Model etc. – we love our big fat hen!
Unlike in the past, TV is not a black box anymore. With number of peoplemeters increasing this year, a more refined and granular level of targeting will be available to the advertisers which will make the medium more measurable and optimisable.
Over the years, TV channels have introduced many innovative formats which have been very effective and unlike online advertising, advertisers exactly know the content and context around which their creatives are running- so, unlike digital, TV has less issues relating to brand-safety or ad-fraud.
As with everything else, TV has also evolved and is now the main driver of generating a digital response. According to 3D (groupm’s syndicated research), almost 50% of TV viewers, fiddle with their mobile handsets while watching TV. So, when advertisers complain that their TV campaign hasn’t worked, rather than blaming TV, they should take advantage of the multi-screening phenomenon by optimising TV creatives and developing TV+ media plans. This will not only help them drive engagement across media platforms but will also improve overall brand saliency.
There’s no doubt that digital lifestyle is picking up fast in Pakistan but it seems that the advertiser is banking on TV to deliver the goods for the time being. They are experimenting with the content and are exploring different formats to tickle viewers fancy.
Well, it seems we are keeping the big fat hen!