TV is about to go through the biggest radical rethink in decades as it becomes connected to the internet. And who is going to help manage this process of change? You, the digital marketer.
When you work in digital marketing, mentioning TV in the same breath probably conjures up pictures of Don Draper fraternizing with women, long lunches, and drinking whiskey from a decanter in plush offices. So not much has changed, then?
Everything has changed. That heyday of the creative director as demi-god seems a far cry from today’s ROI justifications to squeeze every lost drop out of every cent before being allowed the good fortune to even look at a dollar bill. For all the advancements in digital media, one thing is certain — we are still not working remotely on Hawaiian beaches (fragmentation passed off as innovation, DSPs passed off as an answer to declining CTRs, and interaction passed off as consumer engagement has ensured this.)
The very fact that TV still commands 50 percent of the half-a-trillion dollar global media budget is that it unashamedly presents itself in the homes of each and every consumer and says “look at this, it’s beautiful and you know you want it.” And lo and behold, the resulting “ker-ching” of cash registers proves this to be true.
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