The future of advertising is not on television

The future of advertising is not on television: what brands should focus on.

La TV continues to lose support. There are those who are amazed and those who have already rolled up their sleeves to find communication channels that can really speak to their target through the digital world.

If once a Television advertising it was worth more than a thousand sponsorships, nowadays the benefits of commercials are increasingly uncertain. The fact is supported by very precise data: in May 2022 in prime time viewers would have been 20,1 million. In 2021 there were 24,7 million instead.

Of course, you will say: you have to read the context! In 2021 we were still in full pandemic uncertainty, despite the first signs of recovery. But it isn't like that. Nor is it a question of the accursed spring which, with its temptations (and fizzy allergies) draws us, with siren songs, towards the great outdoors. It is a endemic phenomenon which is beginning to take hold even among the older generations.

If young people are never too interested in traditional TV, mature audiences are also slowly detaching themselves from the former CRT. But where is it going? Rest assured, he hasn't picked up the books again. Do not mention it! You just changed your method… To look at a screen.

Censis data to understand more

Doing some internet research I found this source, Data Media Hub, which analyzed the 55th Censis report of 2021. While not mentioning the methodology adopted, the Census has provided important data on the decline of the television medium in the last 14 years.

The research states that the data is for people who indicated how often they use the TV at least once a week. The consumption of Traditional TV it fell by 5,2% from 2007 to 2021. The figure for satellite television is growing, while the growth passes by double digits (31,9%) for TV via the internet. The use of TV cabinets is also growing.

What does it mean? It means that people have stopped watching traditional TV, but they haven't stopped enjoying the medium. They just changed the method. There penetration of internet TV it went from 10% in 2007 to 41,9% in 2021.

- advertising investments have been diverted towards digital TV: those who choose to promote themselves through television believe less and less in the traditional medium and aim instead at the users of the connectedTV.

A personalized way to receive advertising

Have you ever wondered that type of spot you receive on your connected devices, and why do you get those? Is called profiling. Your account is cataloged and read based on your searches, your age, gender, and preferences. There are many ways of delivering digital advertising, but above all they are targeted.

Anyone who doesn't give up on commercials knows that they must aim for a connected audience, and from there exploit the potential of information technology to build a direct channel towards highly profiled people. And potentially interested.

Not necessarily a bad thing, if you think about it

If the decline in the use of traditional TV may seem like a negative, the reality is quite different. Through digital, advertising will no longer be just one shoot into the pile, choosing commercial slots at times when the programs were best suited to the audience (the energy drink in commercial breaks during a game). Now it's a matter of finding the right combination of new media and old TV: a merger that allows advertising to take a more than expected step up and chase the new consumer habits.

What will become of the good old days when when commercials started you switched channels with the power of muscle memory? Hard to say for sure. What we know for sure is that in front of you the door to the new way to advertise. Always a lot, too much advertising, but at least almost relevant to you.

Every day on Twitch, a streaming service that I use regularly, I receive more or less profiled advertising interludes on all the channels I don't pay for. There is a lot of information about me that can be gathered through simple chronology and, if combined with information from my profile, they provide the attentive advertiser with enough information to send me a commercial that might interest me. For the brand of the future you are what you are looking for on the internet, remember that. Maybe you are also what you eat, yes, but above all you are the person who emerges from your timeline.

In conclusion, to return to the title of the article, it is true: the future of advertising is not in television traditional which is heading for what appears to be a slow decline. The future is multichannel, eclectic and guided above all by the new means of communication. It will be up to the marketing strategy of each individual company to find the one that works best for the type of product you want to sell, by intercepting different demographic groups - with very, very different habits.