November 2011 Archives

TV Ads' New Digital Role, HBR Piece

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Television advertising has undergone significant changes in the last 30 years. However, it is arguably on the verge of its greatest changes ever. From where I sit as the Global Head of Digital at PepsiCo Beverages, charged with navigating our brand's foray into the digital world, I see three big changes:

  1. The value we put on an advertisement will change as we seek to account for engagement metrics in the pricing.
  2. The narrative arch will change as we think of the advertisement as a trailer versus the whole story.
  3. Location-aware technologies will force a greater degree of engagement on a format that had historically been passive, impersonal and certainly without any extensions.

When you look at the statistics, the reasons are obvious. According to a recent study, 60% of television viewers also look at their mobile phones while watching TV shows. 33% have their laptops open in front of them and most interestingly, iPad owners spend the most time in front of the TV with their tablet than any other activity. It makes sense for TV advertisements to be thought of as an element in a broader narrative arch for the brand - a narrative arch that allows the brand to tell a more complete and a more interactive story. But what are the implications for marketers today? Read the complete post on the Harvard Business Review website and catch the earlier piece that I had written for them too.

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