TV is the ‘beating heart’ of a major campaign

Digital developments and new platforms have their place, but TV can still act as the beating heart of any major advertising campaign, an industry figure has argued.

In a WARC Best Practice Paper, How to use TV effectively in the media mix, Matt Hill, research and planning director at Thinkbox, the marketing body for commercial TV in the UK, notes that while technology is advancing rapidly, the fundamentals of viewing behaviour haven’t changed.

“We like to watch TV on the best screen available, from the comfort of our living rooms, we like to watch TV together and the most popular form of video is live TV,” he observes.

And from an advertising point of view that means the average UK viewer last year watched 45 TV ads per day on their TV set at normal speed – only one fewer than in 2010 and six more than were viewed in 2006.

Bron en volledig bericht: Warc

Turnkey Marketing Clouds Fall Short, Here’s How You Can Build Your Own

In the ever-expanding, technologically evolving marketing realm, marketers are expected to master more than ever before—multichannel automation, content personalization options, social sharing tools, and analytics, for starters. A marketing Cloud makes it possible to juggle those numerous and necessary tools without dedicating your every waking moment to the job.

But one question remains: Do you take an all-for-one approach and build a marketing Cloud around the specific needs of your business, or do you take a one-for-all approach and invest in a single vendor that meets as many requirements as possible?

Software providers have responded to the demand with “plug and play” marketing solutions that promise to handle everything at the push of a button. It might sound like a dream come true, but nothing’s perfect. Those turnkey solutions are typically walled off to at least one key component of your marketing tool kit, which means you must sacrifice your ambitions because of software constraints.