Volume 2 No. 2: Is TV a channel of the past?
In 1927, the first electronic television was presented to a panel of scientists in London. The first practical TVs were presented at the New York World’s Fair in 1939. Color TVs arrived in the 50s, cable transformed TV in the 70s, and HDTV was a marvel of the late 90s.
TV has always changed along with technology and society. So why do we often see it as a channel stuck in the past?
TV isn't as advanced is digital.
Each week, we break down a common misconception around TV advertising.
Right now, on your computer or phone where you’re reading this, log into Hulu. Open the YouTube app. Now hop over to your living room and turn on the smart TV you bought last fall. Check which new movie is streaming on HBO.
As consumers, we’ve watched TV and digital merge for years. There are dozens of streaming services in the US alone. TV’s content—both entertainment and advertising—are increasingly personalized and interactive.
But as marketers, we often still treat TV like a traditional channel past its glory days. It’s a confusing conclusion considering TV has always led what’s next in marketing and continues to do so.
New targeting and attribution advancements for streaming and linear TV regularly make the news. Yes, we’re talking about ACR data, programmatic ad buying, cross-platform measurement tools, and so much more.
Another example of the blurring lines? Connected TV is among the fastest growing channels in digital advertising.
What's the takeaway? Just because TV still boasts its original storytelling capabilities doesn’t mean it falls behind “new” media. In fact, combining its emotional power with increasingly advanced tech solutions makes it—dare we say—the future of performance marketing?
Question: How do we know who watches TV?
We take the web’s most searched questions about TV advertising to a range of marketing experts who can’t help but love TV.
Answer: “Typically we'd separate this into two types of TV. Number one, we have linear. Nielsen has a panel where everyone has a device at home on their televisions. And that device monitors what's being watched at any given time. So let's say a dad is watching TV, it's going to make sure it knows it's him versus the children. And then for streaming, it acts more like digital. With that, we're able to tie demographics and psychographics to individual households using datasets. Essentially, tying those households to that data tells us the information about who's watching. So that may be a standard demo or someone who's going to purchase a car in the next 6 months.”
— Ron Blevins, VP Media
Ron’s time is dedicated to finding new ways for brands to connect with their customers. But outside of work, Ron can usually be found with his family.
Listen: Marketing Today
Here we celebrate books, podcasts, videos, and influencers that are actively pushing marketing into the future.
Marketing Today with host Alan Hart is the definition of a “learn from the experts” opportunity. Conversations with CMOs from leading, disruptive brands dig into how they’re growing their businesses and what’s next in marketing.
Our favorite insight? Director of the Ehrenberg-Bass Institute and author of How Brands Grow Byron Sharp defines branding in his discussion with Hart as “looking like you and not someone else.” Easy to say, harder to do.
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