Adopting a “digital-first” attitude in advertising can create a competitive advantage

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 21, 2019, 9:02 AM UTC

Dipping TV viewership and surge of streaming websites is driving marketers towards digital.

This article states that TV’s declining viewership is driving large television networks into the streaming space. It cites an eMarketer report which says that TV ad spend will “never return” to 2018’s high of $72.4 billion, and predicts losses of 1% each year until at least 2023.

The author says that TV ads are becoming a “secondary medium to digital advertising”. As of 2019, digital streaming platforms have exceeded the number of subscribers than cable TV. Though these streaming services are ad-free, the future of content is ad-driven.

The author opines that popular streaming websites rely on advertising to boost revenue. Since TV ads can’t target audiences beyond the channel, time and program, brands must adopt a “digital-first” attitude with their advertising portfolio.

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[4 minute read]