Whilst the Philippines may be far from our American or EMEA counterparts, it might be a good idea to slowly position TV advertising in the context of a transmedia engagement where, and these points from an HBR blog entry I liked much (some have been paraphrased for brevity):
1. TV will be trailers into deeper brand experiences, ie. on digital. Impact will be measured not only when it airs but also on its residual effect on other engagement channels.
2. TV becomes part of an engagement strategy not necessarily the starting point of a marketing plan. In fact, maybe TVC don’t necessarily have to launch *on TV* first. TV can be used to fuel a bigger engagement strategy on digital.
3. Media planning will change since we can now know which shows and ads causes higher engagement on social. From simple GRPs/TARPs to GRPEs (or TARPEs) where E is a measure on engagement caused by TV.
4. TV and other traditional advertising executions will have to embrace digital participation happens in real time; When Beyonce showed her pregnancy during the MTV VMA’s, that was a real-time moment. It lit up the web with conversation and savvy brands jumped on the buzz to promote related products and services. This will soon become common for all marketers.
5. TV will reflect digital cultures — and to me, this is by far the easiest to do as in the sense of reflecting pop culture in TVCs.
I quote the HBR author, and I couldn’t agree more:
These are indeed exciting times and not just for the networks that try to brandish their digital credibility, but also for savvy marketers who suddenly are discovering that the world doesn’t start or end in a 30 second spot. The TV spot has become the trailer for something bigger, broader and more interactive.
