DiDigital

TV Ads’ New Digital Role

Television advertising has undergone significant changes in the last 30 years. However, it is arguably on the verge of its greatest changes ever…

—The value we put on an advertisement will change as we seek to account for engagement metrics in the pricing.

—The narrative arch will change as we think of the advertisement as a trailer versus the whole story.

—Location-aware technologies will force a greater degree of engagement on a format that had historically been passive, impersonal and certainly without any extensions.

When you look at the statistics, the reasons are obvious. According to a recent study, 60% of television viewers also look at their mobile phones while watching TV shows. 33% have their laptops open in front of them and most interestingly, iPad owners spend the most time in front of the TV with their tablet than any other activity. It makes sense for TV advertisements to be thought of as an element in a broader narrative arc for the brand - a narrative arc that allows the brand to tell a more complete and a more interactive story. But what are the implications for marketers today? Shiv Singh, Global Head of Digital for PepsiCo Beverages, details what he sees as six key changes.

1. In the future, no television advertisement will be just self-contained narratives designed to entertain, inform, educate or remind consumers about products.

2. Fewer and fewer advertisers will start their strategic marketing planning with a television advertisement in mind.

3. Location-based digital experiences will be the new driver of television advertising.

4. Media planning will change, as social signals will heavily influence media-planning decisions.

5. Being ready for digital participation in real-time becomes the new imperative for marketers.

6. Reflecting digital culture through television will become a priority for brands.

Click to read the entire article as it appeared in the November Harvard Business Review