As more and more people
choose to stay in front of a computer instead of a television, advertisements
on a television returns less value to companies than before. In the past,
television was one of the best places companies put their advertisements on
because most families were regularly watching televisions to spend their
leisure time. However, nowadays, TV shows become available to people on
Internet and are even more convenient for customers because they can watch
whatever and whenever they want. Less and less people choose to spend time on
television. As a result, television advertisement does not produce sufficient
value for companies anymore.
Another reason why
television advertisements do not have high efficiency is that when Internet ad
industry was rapidly developing, television ad industry, as the best ad
industry, did not think about innovation and kept their old fashion ways of
doing advertisements. Obviously, old fashion advertisement ways were
inefficient in terms of having accurate targets. As people know, when people
surf on the Internet, browses would create cookies for each user and keep
users’ records so that ad companies could utilize the cookies and send Internet
users advertisements, which would have higher probability of influencing users.
This way is much better than the old fashion television way of doing
advertisements.
In order to change the
situation, television ad pricing model should be adjusted go beyond the ratings, and
stickiness, that TV networks currently measure, and beyond the easy-to-measure
data that Facebook collects. The TV industry will need to invest in the type of
creative evaluation testing that big marketers use to test their ads, or at the
very least, it should review these scores from a third party, like Millward
Brown for example, in order to provide a discount to ads that score well.
Source: http://adage.com/article/digitalnext/wake-call-facebook-tv-ad-pricing-change/297348/
No comments:
Post a Comment