Historically, television is the most powerful of media and it’s what offers advertisers maximum visibility, exposure and marketing power. TV still takes the largest share of marketing and advertising budgets.
Things are, however, changing fast.
What’s put a spoke in the wheel is the dramatic rise of social media and it’s caused considerable upheaval in the media world.
Data show that 15 to 24-year-olds are now spending more time on the Internet than on TV and what is possibly even more surprising is that they spend a third of their time watching videos. In other words doing the same things they would with a television.
What these trends show is how advertising is changing and the pace has been accelerating with the introduction of services such as Facebook Watch, Instagram TV, YouTube Premium and series on Snapchat. The social media are gradually taking over from television and the new services with full-length video content are nibbling away at television’s foundations. YouTube also has cause for concern as its Internet monopoly on full-length videos now seems to be over.
These new trends mean that brands can no longer ignore social networks in their communication and most of them have understood this. Nike, for example, in the last World Cup, focused entirely on social media, with nothing on television, using highly-targeted, highly-contextualised communication. adidas, on the other hand, continued spending millions on TV ads, almost certainly with less impact
Although this does not harbinger the end of advertising on TV, there is a sea-change in the advertising world and the future of television will be intertwined with the social media. Interactions between the two media are now commonplace and television is becoming an integral part of social media, which itself is becoming more and more like television.