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We’ve Heard It All Before.

The Internet is changing the way we live, work, entertain, and market to our customers.

We’ve seen how our changed habits have impacted the newspaper industry, and now experts are beginning to predict the same fate for the television industry. Before you overhaul your ad campaigns, read on to find out exactly how the future of television should impact your marketing strategy.

In the case of newspapers, users began to change their reading habits long before we saw the collapse of the industry begin. Now, some are beginning to predict the same fate for the television industry. While there’s no way to know how the TV business will change in the next five years, we can look at our television consumption habits and think about how they’ve changed in the last five or so years.

In my household and many others, the DVR rules. We almost never watch TV when it’s actually broadcast, with the exception of live sports events. Another way to watch TV is through on demand. Most cable providers offer this free component that lets consumers watch primetime and entertainment TV at will. Additionally, many people are watching their favorite television programs on their computers, iPads, and smart phones.

With all these new technologies driving people away from live TV, how do you continue to reach your target audience? Well, there’s no reason yet to stop investing in traditional commercials yet. Most on demand and online programs still include limited commercial breaks. Additionally, I can’t count how many times I’ve been watching my DVR and simply forgot I had the option to fast forward through commercials.

However, now is the perfect time to begin taking advantage of the new advertising methods that are being developed to adapt to consumer’s new habits, if you haven’t already. Some advertisers are starting to target viewers while their program is running, through pop up type ads that appear on screen during the program, rather than the commercial break. Digital advertising is also growing exponentially, through video pre-roll, and graphic overlays, which target the consumer while they are watching their favorite programs on their computers and smartphones.

Utilizing a mix of advertising is essential in today’s world, when there are so many entertainment platforms available to the consumer. Don’t abandon tried and true forms of advertising, but don’t be afraid to try the new digital possibilities either. Need help developing the advertising cocktail that’s right for you? Give us a call.

Jeremy Alicandri
It's amazing that even after the DVR and the decreasing audience that actually watches live TV, we haven't seen a major decrease in rates.
Jeremy Alicandri
It's amazing that even after the DVR and the decreasing audience that actually watches live TV, we haven't seen a major decrease in rates.

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