Nielson report reveals one may help the other in terms of both reach and engagement.
Arguably TV remains one of the most powerful weapons in an advertiser’s arsenal owing to its unique ability to reach the masses quickly. Despite the advent of online viewing which has grown considerably, TV still reaches 92.5% of the UK population every week meaning an average TV advertising campaign broadcast in the UK will achieve 234 million views (BARB). This makes it a very compelling proposition for brands looking to get noticed.
For traditionalists, TV could be regarded as the ‘original’ social media. How often do you hear people discussing the latest show and engaging in an ‘offline’ dialogue? Certainly, this has been amplified as conversations go online but the fact remains, TV gets people talking.
It is a truth universally acknowledged that knowledge is power. But perhaps it is not so much what you know but rather how you make use of that knowledge that identifies the big players. The beating heart of the media industry is a persistent search for bigger and better data, hence new ways to accumulate and analyse quality information is always a welcome investment.
Digital advertising spoils us with its granular levels of facts and figures, enabling targeted ad serving to specific individuals and providing a constant stream of feedback that can be compiled into an ever-so-handy database. Consequently, it can seem nonsensical to throw money at, for example, a press campaign and have no decisive results data when the measurement of the impact an ad has on sales or brand engagement is a primary concern for most if not all advertisers. (more…)