Almost no one is listening. They are scrolling through social media. Because social media is more entertaining, more informative, and more captivating than many of our TV ads.
TV ads face a challenge: the riveting allure of social media. As screens get smaller and content gets shorter, social media content vies for the attention of traditional TV ads. The grip of smartphones and social media's influence signify a turning point for TV advertising. It's evident that audiences have evolved. Shouldn't our ads do the same?
Consider this: Over 60% of Gen Z seamlessly are browsing social media while also streaming content. More shockingly, 94% of all viewers tightly cradle their smartphones while watching TV.
The seismic shift from Linear TV to Connected TV promised monumental benefits. However, in the excitement, many overlooked something fundamental. It's more than just technology – it's about catering to the nuanced, changing preferences of the audience. An audience now largely molded by social media.
Here's a revelation: An ad's success or failure is determined within a mere 3 seconds of its debut. It brings to mind the words of Mad Man era advertising guru Howard Gossage: “People don’t watch ads. They watch what interests them. Sometimes, it's an ad.” Brands at the forefront recognize this profound truth. For them, exceptional content is paramount, even before the idea of advertising comes into play. The line between advertising and content blurs. However, it's essential to note that this skill was perfected on social media platforms, not TV.
The question arises: Why haven't the innovative creative strategies perfected on social media permeated the TV realm? The introduction of Social CTV ads might hold the key.
Unpacking Social CTV Ads: These are not your average TV spots. They emulate the genuine feel and engagement of a social media post, enhanced with real-time feedback metrics like likes, comments, and views. It's the heart and soul of social media, magnified on our home's biggest screen.
Advantages at a glance:
The Takeaway: As we stand on the cusp of a new era, it's clear that the interplay between social media and TV advertising is reshaping the industry. Forward-thinking brands will be those that adapt, innovate, and embrace this symbiotic relationship.
