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