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This Much I Know

May 20, 2015

 
 

Traditional TV is dead. The word television itself is completely archaic – it refers to an appliance more than a way of planning. The sheer breadth of channels on which AV content is now available and the nature in which we consume that content, makes the notion of building brands through TV almost as outdated as the appliance itself.

Irish consumers now have access to more content, across more devices, channels and platforms, and they are consuming it across more dayparts than ever before. 58% of Irish homes have PVRs and 42% have at least 2 TVs per home (TAM Ireland establishment survey May, 2015). The latest Eircom Household Sentiment Survey showed that the average adult has access to 4 mobile connected devices at home. Minutes of AV content consumed per day has grown by 6% in just 2 years (TAM Ireland Room for a view 2014). Not surprising given that 50.5% of the total adult population are accessing YouTube and 220,000 are viewing content on Netflix (ROI TGI 2014). Binge viewing didn’t even exist two years ago, now 49% of adults say they binge view TV programmes (Eircom Household Sentiment Survey). For all the calls that this is the golden age of television, it is not. This is the golden age of content.

The watercooler moment was almost dead with few exceptions. Now it is real-time and it is happening on social media on the second screen.
The second screen is now as equally as compelling as the first. In 2014, 19.1million tweets were sent about the Oscars during a 12hr window. Those tweets were seen by 37million people, nearly as many as the 43million who watched the show. Clever brands like Samsung recognise the opportunity to connect with consumers by using content in a new way, creating experiences that audiences want to be part of. It would have been easy to run some spots during the Oscars broadcast, instead Samsung created a moment, a piece of content…content that broke Twitter.

In a world so consumed by clutter, it’s become even harder for brands, not just to matter to consumers but to stand out. Perhaps agencies and brands could be forgiven for thinking that high TV spends and a number one share of voice is the way to stand out. It’s not enough. Consumers want brands who create remarkable experiences that enhance their lives. According to the Warc Admap report, Experiential marketing: The case for live experiences; momentum research showed that over half of people who engaged with a brand experience, purchased the brand at retail as a result of their experience.

Consumers are surrounded by an ocean of content, and a mountain of TV ads which are constantly occupying neutral ground, that means a slow drift into obscurity for many brands. Those brands who are brave enough to reject traditional TV as the answer to their brief, and are brave enough to embrace experience planning will win. Brands who create experiences that connect, who use content not advertising, will not only stand out they will matter.

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