Adventures In Digital Marketing

Recently I keep coming up against a seeming growing obsession with proposing TV ads as legitimate content for digital communication. It burns me up.

I see it in retail stores, on tube media, online and more recently I’ve been exposed to lots of situations where in the process of proposing digital content people (non-digital mind) instantly default to “hey, we could use the TV ad on there”.

Why do people insist on seeing the moving images of TV as being suitable for any and all screens someone might be exposed to?

Tube screen? TV ad.

Instore plasma? TV ad.

Interactive kiosk. Use the TV ad.

Plasma screen. What about (hey you guessed it) TV ad.

But the same logic is invariably not applied to all other consumer touchpoints. Do we see a poster site and say, hey lets take stills of the TV ad and print that!

Or an advertorial and take the TV script. No we don’t and why?

Cause it’s not relevant message for that media at that stage of the consumer journey.

TV has an ever growing tenous role with the growth of digital, but if we do see it as relevant then only at a single  point (hey on TV!), and assuming that it’s universally relevant and pertinent content for an audience to be rolled out at all screens a brand owns is surely flawed?

Lets take, oh i don’t know a plasma at retail. TV won’t provided enhanced perceived value at that point of purchase. That push to buy.

Medium and moment should decide the message and content.

Screen does not = TV!

Paul