Here at Heard Agency, it’s our job to stay up to date with what’s happening across all types of advertising channels – and to find new, integrated ways to use them. We asked our expert media planner Jess about the current status of traditional media, and how your brand can Change Conventions in these spaces.
The Bad News:
Viewers are tuning out, big time. In just the last five years, there’s been a 25% decline in total audience numbers.
The Good News:
TV advertising is highly regulated. There’s no risk of your brand appearing near inappropriate or illegal content – unlike in the digital space, where there’s a backlash around brand safety. This is why television still accounts for over 50% of ad revenue in Australia.
Jess’ Changing Convention:
A number of companies now offer the extension TV Sync, which serves a display ad to your specified demographic within 2-5 minutes of your TVC (or a competitor’s TVC) airing in their area. This technology not only gives your brand higher recall with the audience, but also allows you to more accurately track leads and conversions and monitor your effectiveness in market.
Jess says, ‘By developing a highly engaging television commercial and extending it using TV Sync, you can go the extra mile in encouraging consumers to continue to second screen and actively engage with your brand from the comfort of their couches.’