TRADITIONAL TV EXPOSED
OTT & CONNECTED TV ARE THE FUTURE OF TV
SEE WHY TRADITIONAL TV IS QUICKLY BEING REPLACED BY SMART TV
Five years ago HTML5, stronger digital platforms, and trackability hit the advertising market. If the business or providers did not redesign for the future state, they became irrelevant, bought out, or closed. Traditional television refused to budge. Traditional monolith television companies ignored the simple fact that an ad cannot be quantified past the fact it aired. No ROI can be given to the customer outside of “here is your bill” and “wow look at all the TV spots you we gave you”. The companies that measure TV, ComScore, and Nielsen cannot agree on a common measurement that overflows in the TV station ownership and ad agencies. This statement simply allows maligned station managers and leave it for you to compare ComScore and Neilsen and further pull the television consumer further into the confusion funnel. There is no set standard, period. However, the client and ad agencies are given reams of paper with numbers of aired spots with no congruent measurement strategy. I have seen these numbers inflated and manufactured. The TV salesperson’s favorite question… Can we continue over the next month and show the same ambivalent results?
Traditional TV spending is off the charts. Just ask their client how much did you spend and what was your ROI. Can you show me the numbers, in analytics, not a homegrown PPT with numbers on it?
Several things are driving this. The dollars spent in news and various spots are fluid and cannot calculate ROI reliably. The reporting delivered to the local buyer is rudimentary and exaggerated. This points to several things:
1. The stations care about money and money only (That’s OK but Own IT). The scarce resources are inconvenienced by demands for nonagency reporting.
2. Who is your target market? Lawyers, Car dealerships, or the local shop and boutique companies.
3. Your salesperson has the real answers. Ask them, because their paycheck is riding on it.
4. As a consumer, are you getting noise for local event sponsorships, football games, Specials? All starting at unbelievable dollars only to be ratcheted down to “rock bottom” by close of business.
5. If the market is 60% Hispanic, then why are stations bypassing bi-lingual obligations by having the localized shows or station news products in Spanish or even all the advertising segmented into a Spanish version? Because they are lazy.
See why OTT and Connected Television are the new way.