In 2020, as the world was in lockdown and faced unprecedented uncertainty, consumers turned to cross-platform TV more than ever—for information, entertainment and comfort. In the latest episode of ANA’s Marketing Futures Podcast, TVSquared’s President, Jo Kinsella, and Chief Strategy Officer, Bob Ivins, discuss TV’s exciting revolution and what it means for advertisers across industries in 2021 and beyond.
Here are some of the key insights from the episode:
- Before COVID-19, the TV advertising industry was already evolving, but the pandemic accelerated TV’s revolution. More advertisers than ever before have come to recognize TV’s immense value as the best marketing channel in terms of of reach and impact. TV is also fully measurable and every single ad dollar can be held accountable.
- Advertisers need to adapt to consumers’ viewing habits. Audiences used to only have control over “what” they watched, but now they also have full say in how, where and when they watch TV.
- For too long, TV ad buying and selling was “mostly art, with some science,” but now the tables are turning. It’s important that we, as an industry, allow the science (aka data-driven insights) to empower buyers and sellers alike with the information they need to make informed investments.
Listen to the full podcast here.