Sunday, October 25, 2015

Great TV ads also work well on Social Media

I've heard a few marketeers say, "These ads are meant for TV and thus won't work for digital".

Fact - An ad that won't work well on digital will also not work well on TV. People have rejected it.

TV Advertising is a very challenging space. You have an extremely limited amount of very costly time to engage with your consumer and communicate your message. If the consumer does not like your ad on TV, she's going to skip the same ad/content on social media as well. The vice-versa is also true. If she likes your ad on social media, she's definitely going to give your ad on TV a second look.

1984 Apple ad
The challenge with digital media is slightly greater than TV. Fundamentally passive consumption of content is happening on TV. A consumer passively consuming content might simply consume your ad due to inertia. On digital a consumer is actively seeking content and has much higher perceived control than on TV. Anything that gets in the way of a consumer actively seeking content will be skipped and rejected unless really liked by the consumer.