The age of selfless relevance

16th July 2018

Is traditional TV dead? If it’s not now, it soon will be, unless it learns to adapt, according to Ofcom, with the media regulator saying that British TV will have to change the way it operates if it wants to compete with the rise of streaming services, such as Netflix and Amazon Prime. So does this mean traditional advertising channels are on the way out too?

Brands are spending less on traditional advertising channels, and have been for some time, with that spend switching to digital. With brands looking to connect to an increasingly digital society that’s unlikely to change drastically, but some brands are bucking that trend so maybe it’s not that simple.

Digital vs traditional media channel marketing – it isn’t just about being where your customers are it’s about being where they want you to be. Brands need to contextualise consumers in psychological terms not through channel usage. Channel adoption isn’t a reflection of engagement – TV viewing figures, especially for prime time shows have still drawn millions of viewers. Nearly every home in the UK still has a TV! If the content is good people will continue to tune in.

Device usage has changed but delivering against consumer context is the biggest influence on brand adoption not the device or publishing channel. Are you there for me at the right moment with something relevant and shareable? Recent stats on Facebook engagement show a chunky drop off suggesting that in some cases the consumer context isn’t right for brands to advertise. Similarly it’s estimated that over 55% of people skip Youtube skippables as soon as the 5 seconds are up. Interventions need to be more thoughtful and adopt a philosophy of “selfless relevance” – this is how we believe brands and agencies need to start approaching content and campaigns.

What is and will continue to drive engagement is imagination but as the everyday becomes more imaginative – it is becoming harder to create ideas that drive impact. We are exposed to so much experience, knowledge and information – and “digital-self-protection” will be one of the big challenges to digital and “dark” marketing in the coming 12 months.  An agile channel approach is key but without purpose, guts and imagination brands will struggle to drive sustainable growth through any media – this isn’t new, Coca Cola have delivered on this for a century regardless of the channel evolutions.

The age of selfless relevance

16th July 2018

Is traditional TV dead? If it’s not now, it soon will be, unless it learns to adapt, according to Ofcom, with the media regulator saying that British TV will have to change the way it operates if it wants to compete with the rise of streaming services, such as Netflix and Amazon Prime. So does this mean traditional advertising channels are on the way out too?

Brands are spending less on traditional advertising channels, and have been for some time, with that spend switching to digital. With brands looking to connect to an increasingly digital society that’s unlikely to change drastically, but some brands are bucking that trend so maybe it’s not that simple.

Digital vs traditional media channel marketing – it isn’t just about being where your customers are it’s about being where they want you to be. Brands need to contextualise consumers in psychological terms not through channel usage. Channel adoption isn’t a reflection of engagement – TV viewing figures, especially for prime time shows have still drawn millions of viewers. Nearly every home in the UK still has a TV! If the content is good people will continue to tune in.

Device usage has changed but delivering against consumer context is the biggest influence on brand adoption not the device or publishing channel. Are you there for me at the right moment with something relevant and shareable? Recent stats on Facebook engagement show a chunky drop off suggesting that in some cases the consumer context isn’t right for brands to advertise. Similarly it’s estimated that over 55% of people skip Youtube skippables as soon as the 5 seconds are up. Interventions need to be more thoughtful and adopt a philosophy of “selfless relevance” – this is how we believe brands and agencies need to start approaching content and campaigns.

What is and will continue to drive engagement is imagination but as the everyday becomes more imaginative – it is becoming harder to create ideas that drive impact. We are exposed to so much experience, knowledge and information – and “digital-self-protection” will be one of the big challenges to digital and “dark” marketing in the coming 12 months.  An agile channel approach is key but without purpose, guts and imagination brands will struggle to drive sustainable growth through any media – this isn’t new, Coca Cola have delivered on this for a century regardless of the channel evolutions.