We are distracted. If we watch television, we keep looking at our cell phones. It chimes with notifications upon notifications, crying for attention like a 2-year-old. It is a relief when advertisements come, giving us a little time with our needy phones. We check Instagram, Twitter, Facebook, news, and whatnot.
Like people, brands too have FOMO(Fear Of Missing Out). They don’t want to leave TV ad space, but advertising is shifting to social media, internet search engines. A decade ago, I didn’t know there is a job title called influencer or podcaster. I knew people were making ad videos and uploaded them to get views, and in the process, they were probably making money. YouTubers and Instagram Influencers are new, exciting, and recognizable. When communication comes from an influencer, it happens more authentic. Many Influencers target a niche market and keep their audiences engaged by interesting posts, reviews. The target audience for an influencer is usually someone who looks like them, has similar views, tastes, or interests.
Take my example of brands like Origins, Dr. Brandt, etc. I never saw these ads on television, but when I saw a YouTuber reviewing the products, I thought of giving it a try. I identified with her; she looked like me. She was sitting in her small apartment without makeup, unlike models in the ads. She didn’t promise me the moon if I start using the product; it was more like a recommendation coming from a friend.
We are more on mobiles, tablets, and laptops than traditional tv; it makes sense for brands to understand the intensity of social media and their power to make or break a brand. In earlier times, ads appearing to mean were banned, and that was it. These days if an ad even has slightly negative undertones, it is mocked and degraded, and so is the brand. Can you imagine what will happen if you will see ads like this today?
TV ad space is expensive, and it sprays rather than targets. According to Ipsos eye-tracking research, approximately 55% of TV advertising goes unseen. But for now, we can safely say that TV ads are not going anywhere though there are tectonic shifts in favor of digital media.