How to overcome the top five modern challenges in television marketing
Television marketing is evolving. Rapid changes in technology and viewing habits are creating 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 television landscape
2. The shift to digital and on-demand viewing
3. The growing 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 television landscape
The number of channels and platforms available to viewers is increasing every day. The average American household now has access to more than 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 spend their time and allocate their budgets accordingly. In addition, they need to ensure that 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 U.S. 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 commercials.
To adapt to this new reality, marketers must create engaging video content that can capture viewers' attention in a non-linear environment. They must also think of new ways to reach viewers, such as through digital video advertising or branded content partnerships.
3. The growing 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. In addition, data can be used to measure the effectiveness of campaigns and optimize them over time.
To get the most out of data and analytics, marketers should partner with technology providers that offer robust TV measurement solutions. They should also ensure that their own internal data is collected and used correctly.
You may also be interested in: Top 6 visualization tools to boost your marketing data
4. The rise of ad blocking
Ad blocking is a growing problem for the television industry. Nearly one in four U.S. Internet users now uses an ad blocker. This trend is likely to continue as viewers become more frustrated with traditional ad formats, such as 30-second commercials.
To combat ad blocking, marketers must create more engaging and relevant ad content. In addition, they should work with technology providers that offer solutions to deal with ad blockers, such as targeted 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 U.S. Internet users, while Facebook reaches more than 70 %. This presents a challenge for broadcasters and marketers who are used to thinking of TV as the primary video platform.
To compete with online video platforms, marketers must create engaging video content that can be distributed across multiple channels, including television, digital media and social media. They must also think of 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 of modern TV marketing is that it's more complex than ever. But with the right strategy and the right partners, you can navigate the new landscape and emerge victorious.
