With the global economy on the ropes, many believed that television advertising was going to suffer.

And the death of television itself has been predicted for years as many argued that the accountability offered by digital advertising would eventually make television advertising a lot less compelling.

Yet according to a report in AdWeek, "national advertisers are expected to finalize fourth-quarter prime-time upfront advertising 'holds' to 'orders' of more than $2 billion."

AdWeek goes on to note that:

"...most advertisers will not abandon national television in the fourth quarter, with just about every marketer planning to spend as much, or even more, than they committed in the May upfront."

This has many people in the industry scratching their heads.

Interestingly, one of the media buyers AdWeek spoke to suggests that a contributor to the surprisingly resilient television advertising market is the digital advertising market that was expected to hurt it:

"One media buyer said he believes the broadcast networks' ability to offer digital ads as an extension of TV buys also has motivated many advertisers to stick with Plan A. 'I sense clients are realizing that TV and digital ads are very complementary, and driving TV viewers to a Web site for more information can help close a sale,' the buyer said."

If the synergies between television advertising and digital advertising are indeed contributing to the strong television advertising market, it's good news for everybody.

And it hints at the fact that there is considerable opportunity for those focused on integrated, multi-platform advertising deals that give media buyers packages that they feel are greater than the sum of their parts.

In other words, digital doesn't necessarily have to be positioned as a superior competitor to broadcast, print, etc. And broadcast, print, etc. doesn't necessarily need to feel threatened by digital.

I discussed the power of leveraging multiple platforms in a post on "integrated media" last year. In many cases, the principles of "integrated media" are readily applied to advertising.

Of course, those best positioned to take advantage of "integrated advertising" are broadcast networks and other big media companies. But his does not mean that there isn't an opportunity for agencies, consultants and entrepreneurs who take a holistic approach that seeks to combine the best of all worlds.

After all, the worlds of media and advertising have become highly-specialized over the years and there’s no 'formula' for putting together campaigns that bridge the gaps.

Thus, it's worth suggesting that those who will thrive in the media and advertising business today are those focus their energies on taking advantage of synergies, not those who are focused on creating conflicts.

Drama 2.0

Published 16 September, 2008 by Drama 2.0

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Comments (2)


Donald Hamilton

I agree with your comments; however I believe TV advertisers will eventually have to move their revenue base into the digital space, and perhaps even more importantly, they need to start understanding their audience. Once a company fully understands their target consumer, they are in a better position to interact with them - across whichever platform that may be. Intel are developing the Widget Channel which will allow TV advertisers to take advantage of targeting technology, something previously only available to digital advertisers. This will enable advertisers to reach the right consumers, at the right time and on the right platform.

almost 10 years ago

Drama 2.0

Drama 2.0, Chief Connoisseur at The Drama 2.0 Show

Donald: I personally think there's too much emphasis on "targeting." In theory, the targeting afforded by digital looks good but there's a lot more to effective advertising than "targeting."

One need look no further than social networks to see this - many have huge amounts of data that is readily applicable to targeting yet for all of this data, effective targeting is still often elusive and most importantly, irrelevant when one considers that users of social networks are not being targeted at the right time (they're too busy "socializing" to pay attention to ads - regardless of how well targeted they are).

FOX sold just over $170mn in ads for last year's Super Bowl. NBC sold over $1bn in ads at this year's Summer Olympics. While I agree that digital will continue to grow in importance to television networks, the television components of the packages they sell are extremely valuable and cannot be discounted.

Bottom line: television ad budgets probably aren't going anywhere anytime soon.

almost 10 years ago

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