Saturday, 8 August 2009

Has the power of TV eroded?

This engaging film has been created by ThinkBox
to promote the power of TV.

It cleverly highlights some of the famous TV tag-lines from the UK in the 80s and 90s. It ends with the line: ‘Funny how thirty seconds can last a lifetime.’

It works for me because I can very easily conjure-up all these old ads in my mind when I hear their tag-lines.

However, the world has changed so much and how people, particularly the young, consume media has changed dramatically. I therefore wonder whether my kids will remember any of the campaigns they are currently exposed to when they have grown-up. I doubt it.

When I first started in the media and communications business at Saatchi & Saatchi, the model was simple. A brand built sales by delivering sufficient levels of consumer awareness. In those days TV was king.

These days it is a lot more complicated. To compete brands have to deliver relevant and engaging consumer brand experiences across an array of touchpoints. Digital (in its broadest sense) is now king.

My advice to brand organisations is to look at their consumers’ journey [maybe using the PDD and Path to Advocacy frameworks] and identify the types of brand experiences that need to be delivered to delight consumers.

It is worth the investment in time and resource because getting it right will drive loyalty and maybe even get your brand talked about.

So, back to the original question: “has the power of TV eroded?”

Yes and no.

No.... TV ads viewed in the traditional way is not as effective as it used to be [see research by Forrester for the Association of National Advertisers].

Yes....TV films consumed via screens (TV, computer, mobile, etc) can be extremely effective when part of an integrated brand experience strategy.

While I’m on the subject of old TV ads, here are some of my favourites: British Airways 'Global'; BASF 'Dear John'; Heineken ‘Majorca’ :

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