In his book ”Life After The 30-Second Spot: Energize Your Brand With A Bold Mix Of Alternatives To Traditional Advertising”, released June 2005, Joseph Jaffe focused on how advertising is evolving in a world ruled by an empowered consumer and no longer governed solely by the 30-second spot.
Ten years on it is very clear that traditional advertising, in the form of print, radio, and most notably, television, used for decades, no longer works as effectively they once did.
However with the growth of social and digital media and the associated analytics and measuring tools and techniques now available, TV is even more of a viable advertising medium than ever. With the costs of production coming down as a result of technology advances too, the cost effectiveness of TV advertising has never been better.
In fact now with the ability to monitor, measure and analyse…coupled with better insights and targeting data the old adage:
Half the money I spend on advertising is wasted; the trouble is I don’t know which half.