Digital Holiday Advertising

This Washington Post article describes how some companies, highlighting Hallmark as an example, will not be doing TV advertisements this holiday season – instead only using digital ads like Snapchat, YouTube, etc. This shift towards digital is certainly not surprising in the context of what we have learned throughout this course and the growing trends in less TV use, more smartphone use. That said, the holiday season and companies like Hallmark are known for their classic “tear-jerker” commercials, as the article describes. Hallmark is actually going with more of a funny, tongue-in-cheek approach this year, perhaps to better fit with the digital medium. Of course, many argue TV is still going strong, and companies with enough money, like Apple, will still produce the classic holiday “tear-jerker” commercials.

I recommend this interesting read and am interested to see how it pans out this holiday season!

https://www.washingtonpost.com/business/economy/traditional-holiday-commercials-are-moving-online--away-from-tv/2015/11/16/e1e282de-87bb-11e5-be39-0034bb576eee_story.html 

- Allison Kuncik