The advertisement industry has evolved with time and is constantly modifying according to market trends. Ads made their place in media, first through print which covered newspapers, magazines, billboards, and everything on the paper.
Gradually, the trend shifted towards electronic media i.e. radio, TV, and movies. If you notice, the advertisement industry follows what the public eye prefers to watch. TV has been and still is the biggest platform for a television commercial. Ever since the emergence of cable TV services like Spectrum cable and satellite commonly at our disposal which enabled masses to watch more than a few channels and spend a large portion of their day with TV screens, there have been ads. So much so that it has bothered the viewers and today people prefer alternative services over the TV that are ad-free.
Today, we see everything digital and social media has earned all the attention from any part of the world you point at the map. For those who don’t know, advertisements are and always have been the primary source of business for any media house. Till today, people earn through YouTube via ads, similarly, Influencers with a massive following, collaborate with brands. This is something any conventional media house would follow. In this article, we are going to shed some light on how TV advertising has modified the recent trends. So, let’s get started:
Short Ads
Gradually the advertisement market has been shifting for quite some time now. With the bombardment of content, the competition has got tough. If we talk about viewers, with a fast-paced life, they don’t have time to watch longer ads anymore, also with the option, ‘skip ad’ available in online content has compelled companies to come up with shorter content, to the point yet, attention-grabbing- as people don’t have time to watch long ads. The time limit of people watching ads has become shorter – be it any medium. Hence, even big brands are coming up with shorter video ads.
Mobile-First Ads
This new approach has hit the market with the growing usage of mobile phones. In 2018, according to the stats, mobile phones covered up to 52% of global online traffic. These stats have made the brands realize how important it is to create mobile-friendly ads. They have come to know how much now users rely on their phones for pretty much everything – be it news, entertainment, or shopping. Thus, brands with vision now have turned their websites and ad strategies thoroughly mobile-friendly.
OTT
Providers that perform the distribution of streaming media on the internet are called OTT – Over the top. OTT is a new trend that has become a challenge to the conventional media, as people are now opting to cut the cable. There are three video-on-request models as of now overwhelming the OTT business:
- Membership based: Netflix, Hulu, HBOGo
- Value-based: iTunes, Amazon, Google Play
- Advertisement upheld: YouTube, Vimeo, and Twitch
Making commercials using these methods makes it easier to gain benefits as compared to advertising through online platforms like social media or print media. By the means of OTT, we can target a particular audience and emphasize more on specific and shorter ads. While advertising through OTT, there is no option for skipping given to customers which eventually increases the ratings for watching the full video till the end. OTT does not support apps for ad-blocking or doesn’t provide with ‘skip ad’ choice. Good news for advertisement companies, right?
Client created content
Indeed, even in advanced age, verbal showcasing stays a significant resource for brands. In an ongoing review, 76% of shoppers said they trust content shared by “normal” individuals more than by brands. This underlines the significance of utilizing client created content, or UGC, to construct trust with your crowd. UGC i.e. User Generated Content can be characterized as pictures, recordings, audits, online media posts, or any relevant content made by unpaid “fans” of your image. Not exclusively is UGC more economical than different types of promoting, however, it has likewise been appeared to create 7x higher commitment than standard brand-produced content.
Final Thoughts
Digital media has altered the way ads once were to more user friendly and authentic. Consumers now have voice and online media allows brands to build a connection directly with their segmented audience.
