Posted by Madrivo Oct 28 6 Minutes read
Posted: Sun Dec 22, 2024 10:45 am
Looking Beyond “Old-School” Ads and Third-Party Cookies
What do the decline of primetime TV audiences and the banning of third-party cookies have in common?
At first glance, perhaps not much. However, when viewed as part of a bigger picture, they combine to mean that marketing departments need to pivot to new strategies to reach their target audiences.
Who watches cable TV anymore? Research by Nielsen found that video streaming sites now account for 25% of TV usage, indicating the start of what they predict to be a significant shift in the way we consume media.
As technology giants like Apple and Google look to saudi arabia business email list protect their users from third-party data, targeted online ads are coming under the hammer too.
If like 40% of marketers, you don’t yet have a plan for how to navigate a world without “old-school” ads and third-party cookies, it’s time to embrace the change and get strategizing.
Why “Old-School” Adverts Are Broken
Some of us might still remember when TV adverts were one of the main ways for companies to reach their target audiences, but those days are long gone. Now that we have so many different streaming services to choose from, the chances of TV adverts capturing a large audience are significantly decreased.
For example, coverage of the Olympic Games usually attracts huge numbers of viewers, so businesses were keen to secure an advertising slot during this broadcast. These days though, the ratings aren’t looking so rosy. The ratings for NBC’s primetime coverage of the Tokyo 2020/2021 Olympic Games saw a 49% drop in viewing figures compared to the same coverage of the 2016 Olympics.
Those statistics are enough to give many advertising departments pause for thought, especially considering that TV adverts represent a significant investment in their development and securing a slot.
What do the decline of primetime TV audiences and the banning of third-party cookies have in common?
At first glance, perhaps not much. However, when viewed as part of a bigger picture, they combine to mean that marketing departments need to pivot to new strategies to reach their target audiences.
Who watches cable TV anymore? Research by Nielsen found that video streaming sites now account for 25% of TV usage, indicating the start of what they predict to be a significant shift in the way we consume media.
As technology giants like Apple and Google look to saudi arabia business email list protect their users from third-party data, targeted online ads are coming under the hammer too.
If like 40% of marketers, you don’t yet have a plan for how to navigate a world without “old-school” ads and third-party cookies, it’s time to embrace the change and get strategizing.
Why “Old-School” Adverts Are Broken
Some of us might still remember when TV adverts were one of the main ways for companies to reach their target audiences, but those days are long gone. Now that we have so many different streaming services to choose from, the chances of TV adverts capturing a large audience are significantly decreased.
For example, coverage of the Olympic Games usually attracts huge numbers of viewers, so businesses were keen to secure an advertising slot during this broadcast. These days though, the ratings aren’t looking so rosy. The ratings for NBC’s primetime coverage of the Tokyo 2020/2021 Olympic Games saw a 49% drop in viewing figures compared to the same coverage of the 2016 Olympics.
Those statistics are enough to give many advertising departments pause for thought, especially considering that TV adverts represent a significant investment in their development and securing a slot.