We've reached the final leg of our series "10 Trends to Define marketing in 2015." To review the previous trends, start at the beginning here. All of these trends play off one another, and seem to form a coalescence between one another. We will address the importance measurable advertising channels, and how advertisers can capitalize properly on the "Second Screen," that many broadcast viewers are utilizing.
9. ROI-measured advertising channels, such as digital and direct, overtake spend on broadcast based channels
“Show me the ROI” will be the rallying cry of the CMO in 2015, as if it weren’t already. The issue with “spray and pray” marketing through television, magazine and non-variable banner advertising is that it is very hard to determine ROI, and even more difficult when they are a part of a multichannel approach. Look for digital spend to outnumber broadcast spend in 2015, as more ROI-driven marketing comes to the forefront.
Direct marketing is at an extremely fortuitous junction, as the mailbox has gotten less crowded, and in many cases, less targeted. Newspaper and magazine advertising spend has been on the decline for years, and with many broadcast television ads getting “DVR’d,” marketing tactics that emphasize modeling and analytics, and those that have trackable ROI measurements will rise to the top.
This is not to say broadcast is dead, whatsoever, but since the TV is no longer the king of the household, it begs the question of how television and magazine advertising can shift to becoming actually personalized, which I’ll cover in the final topic.
10. Second-screens and variable advertising find synergy
The TV isn’t the center of the household anymore. As people watch TV, many other devices are inevitably involved for the younger generation. Some have second and third screens they are interacting with – phones, tablets, video games, and some consume their television strictly through a third party gadget, whether on Netflix or through their Xbox.
The key to reaching a consumer where they are with a broadcast ad has gotten trickier, and in 2015, expect to not only see the beginnings of variable, personalized advertising, whether app-based or console based, on the television or the second screen. The second screen is not yet integrated into the viewing experience, but soon will be. From live-streaming social media interactions with a television show, to accessing ancillary content on your tablet, to completing advertising activities (like gamification) to skip commercials on a live broadcast – there are a variety of ways to make the second screen more than just a distraction.
With more Smart TVs coming out, look for marketers to utilize the possibilities between mobile device, gaming console, television and streaming media. While personalized broadcast ads are still in the near future, customized ads on the second screen will be immediately available in the marketer’s arsenal.