Digital is becoming the natural overtaker of television, but television is not going away for a while. A long while, to be more precise. Last week, BIMA (Boston Interactive Media Association) held a colorful panel to discuss the future of advertising across digital and TV. We were proud to have our very own Jeff Greenfield among the panelists.
Digital has the ability to be more effectively monitored and a lot of companies notice that. With spend now shifted into the digital realm, television has lost its golden thrown, but that doesn’t necessarily mean it will see its place among print and radio.
“The truth is, digital is held at a much higher standard the TV. When you talk about getting the whole screen, well, who is sitting there watching it? We don’t know. Nobody knows that there is somebody watching it. They say there is one-in-a-half people, but we don’t actually know that. At least with digital, we do. That’s why, even with the amount of money that has flowed into digital, it’s still not as high as it should be. Once they get all of this crap out of the way, they’re able to prove to CFO’s that this is actually a real person. You’re going to see the money flow much, much faster. Digital, since day one, has been held at a much higher standard. The measuring capabilities of digital are there. There’s no doubting the value of TV in terms of the reach you are getting with a television audience is incredible, but let’s just say digital is being hammered more than it has ever been.”
With the switch to digital came a whole new way to effectively monitor your advertisements. With television, the ability was far less diverse. Your ratings could say that you have 3 people watching that ad, but it doesn’t let you know who actually saw it. It doesn’t let you see who was sitting on their couch, or at the bar watching it at that moment. They could have gotten up during the commercial break to make dinner, or take a shower, or they left the bar to play pool. With television, we don’t see that. We only have a statistic.
With digital, it’s a more personal space. Everyone have their own laptop or smartphone and through programmatic, we’re able to capture who it is that are viewing their ads. We can even tell you the process that person went through before clicking the checkout button. That is where digital is at its strongest.
The bar has been set for digital, but that doesn’t mean the future of TV advertising is no more. With new technologies being invented, there is a strong possibility that Television will be seeing a similar restructuring in how it monitors its advertisements.