While I was born into the marketing arena as a digital practitioner during the 1.0 boom – I do not subscribe to the death of the :30 second spot theories. TV will not die. It will continue to evolve and converge with the Internet.
Now I know many of my fellow social media mavens do subscribe to the death of the :30 spot theory. I simply do not. Having had my first career as a journalist in broadcast for ABC news I understand the power that a mass vehicle. Whether I was reporting from the courthouse steps or delivering a dog of the week report I knew though this mass vehicle I could get people to take action. I understand that almost 100% if the consuming audience uses it as a place for entertainment, news and learning. TV is not going away – but it has definitely changed.
Change will not happen in silos. The best companies have combined creative and media in one place. Big media planning and buying companies have yet to deliver new formats for us to test and measure against.
When you combine the idea people with the media people what you get is a way to amplify and engage the consumer. Most recently I have begun working much closer with media outfits to change the formats that we deliver our conversation starters.
For instance, my most recent award winning work with Hershey’s, Kimberly-Clark, the Nestle’s / Dreyers Ice Cream brand Dibs has proven to be the right combination of creative and media. The use of live promotions, content pods and lower third tickers during content time combined with the power of widgets, internet videos and websites have begun to deliver more engaging consumer conversation starters.
It is proving to be an area that more and more marketers are turning to.
This could not have happened without close partnerships with media properties like ABC / Disney and Viacom / MTVN. My expereince with planning an buying companies has been that they have become the middle man.
As we look into 2009 consider this equation.
TV + Internet + Mobile = the creation of long lasting conversations that drive volume.