We Interrupt This Interruption for an Important Message
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There’s no shortage of haranguing pundits predicting the end of advertising. Yet worldwide ad spend is set to top $580 billion this year, according to eMarketer, and a large portion of that will be spent with television networks. The reason? At the end of the day, TV ads put butts in seats and push steel off dealer lots. In fact, a recent study published by Neustar found that for a $1 million investment, TV’s lift is consistently seven times better than paid search and five times better than online display advertising. TV ads work. But, can they be better? Absolutely!
The value exchange between consumers and brands has been upended given all the tools consumers can use to avoid ads and the options they now have for on-demand and streaming programming. We need to redefine this relationship that has been predicated on interruption, particularly among plurals (13- to 21-year-olds) who consider advertising the Brussels sprouts of their media diet.
We live in a world straight out of science-fiction novelsthere are driverless cars on U.S. streets, we’re knee-deep in planning a manned mission to Mars, and our phones can virtually transport us halfway around the world in a matter of a few taps.
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