Re: Balancing Video in Post-Media Stategies

Written by: Alex Lawton

In the days when the rush for so-called digital transformation dictates the strategic direction of most brands and agencies alike, a critical question arises: are we investing our media budget in the right places? Kantar’s insightful data reveals a striking imbalance in the realm of video viewership and advertising investment which suggests we are probably not.
A Reality Check

The allure of digital platforms is undeniable. Their granular targeting capabilities, sophisticated analytics, and interactive ad formats offer irresistible opportunities for brands to engage with audiences. However, data suggests that this digital infatuation may have led to a disproportionate allocation of video resources, overshadowing the enduring relevance of linear TV in consumers’ lives.

TV: Reviled by digital specialists

Linear TV continues to be a powerhouse of audience reach and engagement. Despite the growing popularity of streaming services, traditional TV remains a staple in most households. Its ability to deliver mass reach, coupled with the trust and credibility associated with established TV networks, makes it a valuable medium for brand building and storytelling.

Consolidated video figures from the main industry audience measurement specialist, Kantar, suggest that over-specialised digital thinking is fundamentally wrong.

Post-Digital Thinking: Bridging the Gap

The concept of post-digital thinking emerges as a solution to this and many other imbalances. It urges the industry, dominated by the safety net of quantifying small, things to move beyond this dangerous monolithic thinking where their own Unconscious Bias is at the core of the uninformed judgments and assessments of the role of media channels in the lives of people. Data suggests the lack of knowledge about TV, Radio, Magazines, and everything else that is “old” should be a major concern for many agencies and clients alike.

Reevaluating the role we play for consumers whose behavior is unlike our own is urgent, ensuring investment is aligned with the potential of each medium, but also with actual, quantified audience behavior and preference insights based on credible, unbiased research.

Back in the days when I worked at Motive in London, we used to say “Beware of the Soho syndrome, the rest of Europe is very different to us working in media”

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