Is TV Advertising Dead?

Words By Marni Quade – ADFX Account Executive
Artwork & Animation By Josh Roberts – ADFX Intern

Something that we often hear at ADFX is that TV advertising is dying due to the launch of products like Netflix, Stan etc, that no one is watching free to air TV anymore and there is no value in traditional TV advertising. However, TV remains the ultimate, unbeatable, undeniable brand-builder.

According to the Australian multi-screen report by Nielsen, Australians spend 2 hrs and 39 minutes of their day watching TV on a TV set and on average Aussie homes now have an average of 6.4 screens each, the majority being internet capable. Viewing is now spread across multiple devices and even though viewing time is spread, TV remains the most watched screen, accounting for 86% of viewing across all devices (Nielsen, 2017).

 

It’s believed that everyone is always on their smartphones or laptops and don’t pay attention during ad breaks anymore. Of course people are on their smartphones/ laptops, however it’s not so cut and dry.

While research from a Google study shows that 77% of consumers us a second screen device while watching TV, this isn’t necessarily a bad thing.

In fact over 50% of people are using that device to search for something relating to a show that their watching or to search for a product spotted in a show on a commercial.

 

So how do you work this to your advantage?

A great way to make the most out of your TV campaign is to team it up with a digital retargeting campaign. Once a consumer see’s your ad and then searched for your product or service an online retargeting campaign would then follow them around online serving as a reminder. This strategy ensures you’ll reach your target market regularly, regardless of how they consume media.

Want to learn more?

Book in a free 30min consult with Managing Director Kelly Thomas.

As an Account Executive for ADFX, Marni brings exceptional knowledge through her experience and qualifications to provide a seamless experience for ADFX clients. Working closely with the Managing Director, Marni assists with rolling out and analysing media campaigns as well as co-ordinating the production of TV, Radio, Digital & Press material. 

Live View vs. Playback

If somebody asked you ‘How much TV viewing is done by playback these days?’ what do you think you would say? Not much? A little? A lot? The answer might surprise you! The truth is that although playback has increased since 2010 with the increase in penetration of PVR...
Read More

100 COMMON SPAM TRIGGER WORDS TO AVOID IN YOUR NEXT EDM CAMPAIGN

  Avoid the SPAM folder on your next EDM Campaign! One of the biggest obstacles with an EDM campaign being successful is the possibility that it will be marked as spam. It may come as a surprise that 69% of recipients mark an email as spam before they even open...
Read More

Video and TV Production on the Gold Coast – Follow the Lead

When the world’s largest commercial developer breaks ground to build Jewel, a billion dollar five-star hotel and serviced apartment complex in Surfers Paradise – and they do this without pre-selling one apartment - their confidence in the Gold Coast economy has to be...
Read More

GOOGLE SET TO CHARGE GST ON ADWORDS AND COST PER CLICK

Google has recently released a statement via email indicating that as of 1 November 2016, invoices will now be issued by Google Australia PTY LTD, instead of Google Asia Pacific Singapore. So what does this change mean for your business? Google headquarters have...
Read More

Take Five With Kelly

Meet Kelly, Founder and Managing Director of ADFX As the forward-thinking leader of the ADFX team, Kelly loves nothing more than seeing her clients thrive.  What do you love about working in the ad industry? What’s not to love??? The...
Read More

What is Green Screening?

What is Green Screening? Green screening or Chroma keying is a special effects or post production technique that allows the manipulation of an image or video’s layers to superimpose subjects into any kind of scenery or background. Chroma keying can be done using any...
Read More

What your brand colours say about your business

Use the colour guide below to help formulate your brands palette.
Read More

The Easy Fixes For Your Post Holiday Slump

Words By Brad Walker - ADFX Art Director   It is the start of January, your body is wondering why you are sitting bolt upright at a desk, why there is no sand between your toes, why you got up way before 7am this morning or...
Read More

Get To Know ADFX

  Words By Kelly Thomas - ADFX Director   So I started ADFX back in 2004, from my home in Brisbane. It started originally as Advertising FX and Consultants just from one of the spare rooms within our house there. A couple of years into business we...
Read More

Changes coming to WIN and Southern Cross TV

    Changes are coming to Free to Air television in regional Queensland, regional Victoria, and southern NSW from Friday 1 July. The Nine Network channels and their programs will now be broadcast by Southern Cross Austereo and the Ten programs will be...
Read More