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Transformation of the advertising industry: How do digital platforms subvert traditional TV advertising?
With the rapid development of technology, the advertising industry has also changed, and traditional TV advertising is facing more and more challenges. The rise of digital media platforms has changed consumers’ viewing habits, forcing advertisers to rethink their promotion methods. According to reports, the number of TV ads has increased since the 2010s, but the length of each ad has decreased.
"The changes in media have deeply affected the way advertising is communicated, and traditional advertising techniques are at risk of collapse."
The core data of TV advertising, including audience ratings, often become important references for advertisers and broadcast companies. At the same time, the rise of digital media requires advertisers to explore new advertising models. According to a 2023 report, TV advertising spending in the United States has reached nearly $70 billion, but this figure may not fully reflect the benefits brought by digital advertising.
The impact of digital platforms
Internet and digital video platforms such as Netflix, YouTube, Twitch, etc. have completely changed the media consumption behavior of audiences. Audiences seek more personalized content, as opposed to the breadth of traditional TV advertising. Digital platforms not only allow advertisers to target specific groups, but also allow users to participate in advertising interactions, thereby increasing brand awareness and loyalty.
"In this digital era, advertising is no longer just a one-way transmission of information, but should become an interactive dialogue with the audience."
Most viewers of digital content will skip ads during playback, making traditional advertisers anxious. The advertising models provided by most online platforms, such as pre-roll ads and insert ads, still need to explore more effective marketing strategies to avoid audience resistance.
The rise of product placement and short ads
Product placement is becoming an increasingly popular form. The appearance of branded products in many popular TV shows and movies not only enhances the brand image, but also subtly influences the audience's purchasing decisions. Among them, brand labels in racing or sports events have become one of the most influential marketing techniques.
"Product placement not only integrates the brand into the plot of the program, but also increases the audience's sense of participation."
The trend of short ads is becoming increasingly obvious. In order to attract attention, many channels have begun to experiment with shorter advertising periods, which are expected to significantly enhance brand memory. While the effectiveness of these short ads has yet to be measured, advertisers are still trying to find the sweet spot for interaction with viewers.
Social platforms and user-generated content
The influence of social media in the advertising field cannot be underestimated. Many brands use platforms such as Instagram and Facebook to encourage users to share brand-related content. User-generated content not only increases brand autonomy but also deepens customer connections.
“User participation is the mainstream of current advertising operations, and brands can establish closer connections with potential customers through social media.”
These changes require advertisers to adapt quickly. The changing market environment provides new opportunities and challenges for brands, especially among young consumers, whose loyalty to brands is affected in many ways.
The relationship between children and advertising
Advertising is not only targeted at adults, children are also an important market. Research shows that children have different abilities to understand advertisements at different ages, which requires advertisers to design content based on their characteristics and follow corresponding ethical norms.
“How to design attractive and ethical advertisements so as not to burden consumerism is a question that advertisers must carefully consider.”
When assessing the impact of advertising on children, many factors need to be considered, including their age, cultural background and media literacy. Therefore, brands must be more careful when designing ads targeted at children.
The future of advertising
Looking forward to the future, advertisers will need to adapt to new comprehensive advertising strategies, taking into account changes in digital platforms and audience behavior. Through data analysis and market research, brands can identify the best advertising methods to stay one step ahead in the ever-changing digital era.
"Future advertising will need to find a balance between digital platforms and traditional media, and constantly experiment and adjust to cater to changing consumer needs."
In this ever-changing market environment, advertisers need to consider how to use new technologies and data for optimal advertising planning. How to find a perfect balance between digital and traditional advertising to adapt to changing consumer needs will be the challenge and opportunity facing the advertising industry in the future?
