This article is hopefully the first of many that I will be writing on Television/AV and that you the audience will be enjoying, at least I hope so!
As a person, I am not one for writing down or sharing too many of my thoughts as they can be deemed quite candid or blunt for the modern day so I don’t know if this will get published in its current form. I like to think I wrote the truth. My truth. How I think and I feel at the time of writing no matter how impulsive that may be.
I’m writing this whilst talking to myself in my best Don Draper monologue voice whilst I wait for the train on a cold winter morning. Not because I find it clever or witty or attempting to impress but because even though fictional I found his character’s thought process, mannerisms and overall persona a great source of honest inspiration and felt that I quite truly relate to some of his struggles… No, there isn’t a cigarette or drink in my hand at this time in case you have that thought.
For those that have never seen it, the show (Mad Men) was set in the 60’s where there was a very different set of beliefs, views, opinions and values. Some very good but some very, very, very bad but I feel nowadays no matter how many strides we have taken forward be it in technology, equality, advertising etc we have lost a little bit of that classic spark, work ethic and the right way to go about things that past generations had which is portrayed so well in the show.
Television to me is almost everything. It has captured the most important events and moments from mine and I feel a lot of people’s lives. It is a staple part of my every day and has been with me through the highest of highs and the lowest of lows. From watching cartoons as a child before school not wanting to get ready, seeing my heroes like Alan Shearer score goal after goal for both England and Newcastle before I even knew what a hero was, watching my favourite football team (Birmingham City for my sins) win the Carling Cup final with the definition of a proper father (my grandad), providing insight on tragic events of the past like Aberfan disaster (featured Netflix’s The Crown) to side-splitting laughter that I still re-watch constantly on Frasier. It is in these moments that we hold dear and what truly and deeply resonates with us that makes up the magic of television and why it is lusted after by advertisers.
To be as transparent as I possibly can, these golden moments I feel are extremely hard to come in the modern era for several different reasons. These range from content being pumped out for content’s sake, the fragmentation and complexities of the modern AV ecosystem, business and revenue objectives needing to be fulfilled and the list goes on.
But alas, although the above may portray the pessimist in me, all hope is not lost.
To flip my first statement on its head, we have never been able to access as much content at the push of a button as we have today. In essence, this means that if we want to find inspiration for our next travel adventure then we can do so with ease via the likes of Travel Man on Channel 4. If it’s a sporting fix you are after and want to watch football of the highest quality, we can do so via Sky Sports and TNT Sports by watching the English Premier League and UEFA Champions League. If you’re off sick from work and just want to curl up and have a good old laugh then nostalgic content like Frasier, Everybody Loves Raymond or the timeless classic Friends may give you that feel-good instant hit to perk yourself back up. If you’re a documentary buff and like digging around past (or present) events, then Netflix’s The Crown has recently dropped the first instalment of its latest and last season. The list could go on and on until I fill my quota of words. For the vast majority of this content (bar sports) then time-shifted viewing via the use of catch-up services such as playback, BVOD, SVOD and any other acronyms you can think of is your best friend.
In the ever-evolving landscape of marketing, television advertising remains glitzy and glamorous, combining the timeless allure of storytelling with the modern science of data-driven targeting. It is a dynamic medium that dances between creativity and strategy, seamlessly weaving humour into its narrative.
Television advertising holds a unique position in the advertising realm. It offers an unparalleled opportunity to captivate audiences on a grand scale, engaging both sight and sound to create an immersive brand experience. The visual impact of a well-crafted television ad transcends the confines of smaller screens, leaving an indelible mark on the viewer's consciousness.
Television advertising, like a well-choreographed dance, requires precise timing and placement. Our role involves meticulously selecting the optimal time slots and channels to ensure maximum visibility and impact. Understanding the viewing habits of the target audience is key – a morning news slot for the early risers or a prime-time comedy show for the evening entertainment seekers. This strategic dance ensures that our brand takes centre stage in the audience's living rooms.
In the age of data analytics, the effectiveness of television advertising goes beyond Impacts and TVRs although these remain extremely important. Utilising metrics such as forecasted TVRs, we measure the potential reach and frequency of our campaigns. This data-driven approach enables us to refine our strategy, ensuring that budgets are invested wisely and generate optimal returns.
As we navigate this evolving industry, it's crucial to acknowledge the rise of streaming services. Television advertising is not confined to traditional channels; it has seamlessly transitioned into the digital realm. We have to ensure that we are adapting to this shift, crafting campaigns that resonate with the on-demand generation while retaining the timeless charm of storytelling.
In the realm of television advertising, our role as a media planning and buying agency is akin to orchestrating a grand symphony. We can aid and facilitate the artistry of creativity with the precision of strategy (through the data we see on the back of performance), ensuring that the brands we represent, resonate with the audience on the big screen. Humour, as a key element, adds a touch of magic, creating campaigns that not only capture attention but also leave a lasting imprint on the hearts and minds of viewers… I’ll speak to you all very soon.
By Michael
