Television is still deemed king for media vehicles on which consumers spend the most time.
Even though traditional television viewing wins out at the top vehicle used, it doesn’t mean that marketing plans can stop there. Television viewership continues to be fragmented. This fragmentation is causing a few headaches for marketers and their agencies who are attempting to have their messages seen and heard.
In today’s landscape, marketers are attempting to automate their messages so that they are delivered to an audience more suited to the product/service. This can take the form of what the industry calls “addressable television.”
While technology has advanced to allow capturing only the type of person who is predisposed to your message via modeling, measurement metrics haven’t kept the same pace with the many screens consumers are viewing video. Do you see how a gap can exists within the measurement side?
As consumers demand more control of their viewing preferences and how they choose to interact with companies and their brands, it’s clear that marketers have the difficult task of working through these issues. It becomes increasingly important when deploying messages, as they must be unique and engaging to capture the attention of consumers in this clutter-filled landscape.
