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TV marketing is evolving. Rapid changes in technology and viewing habits are resulting in new challenges for marketers. At the same time, however, these changes are also creating new opportunities.
To stay ahead of the curve, marketers need to be aware of the following five challenges:
1. Increasing fragmentation of the TV landscape
2. The shift to digital and on-demand viewing
3. The increasing importance of data and analytics
4. The rise of ad blocking
5. The challenge of competing against online video platforms
Let’s take a closer look at each of these challenges and how marketers can overcome them.
1. Increasing fragmentation of the TV landscape
The number of channels and platforms available to viewers is increasing every day. The average US household now has access to over 500 channels. This fragmentation makes it more difficult for marketers to reach their target audiences.
To overcome this challenge, marketers need to be more strategic in their media planning. They need to identify where their target audiences are spending their time and allocate their budgets accordingly. Additionally, they need to make sure their creative is well-suited to the specific channel or platform on which it will appear.
2. The shift to digital and on-demand viewing
More and more viewers are watching TV content online or on-demand. Nearly 60% of US households now have a subscription to a digital video service such as Netflix or Hulu. This shift away from traditional linear TV presents a challenge for marketers who are used to thinking in terms of 30-second spots.
To adapt to this new reality, marketers need to create engaging video content that can hold viewers’ attention in a non-linear environment. They also need to think about new ways to reach viewers, such as through digital video advertising or branded content partnerships.
3. The increasing importance of data and analytics
As TV viewing becomes more fragmented, it becomes more important for marketers to use data and analytics to understand where their target audiences are watching. This data can help marketers make better decisions about where to allocate their budgets and how to tailor their creative assets. Additionally, data can be used to measure the effectiveness of campaigns and optimize them over time.
To make the most of data and analytics, marketers need to partner with technology providers that offer robust TV measurement solutions. They also need to ensure that their own internal data is being properly collected and utilized.
If you are interested in data analytics you can go futher in: The 6 Visualization Tools for Powering Your Marketing Data
4. The rise of ad blocking
Ad blocking is a growing problem for the TV industry. Nearly one in four US internet users now uses an ad blocker. This trend is likely to continue as viewers become more frustrated with traditional advertising formats such as 30-second spots.
To combat ad blocking, marketers need to create more engaging and relevant advertising content. Additionally, they need to work with technology providers that offer solutions for dealing with ad blockers, such as addressable advertising or server-side ad insertion.
5. The challenge of competing against online video platforms
Online video platforms such as YouTube and Facebook are increasingly competing for viewers’ attention—and budgets. YouTube reaches nearly 80% of US internet users while Facebook reaches over 70%. This presents a challenge for TV networks and marketers who are used to thinking of TV as the primary video platform.
To compete against online video platforms, marketers need to create compelling video content that can be distributed across multiple channels, including TV, digital, and social media. They also need to think about new ways to reach viewers, such as through digital video advertising or branded content partnerships.
Bottom Line
At the end of the day, the bottom line on modern TV marketing is that it’s more complex than ever before. But with the right strategy and the right partners, you can navigate the new landscape and come out on top.
