The past two decades have seen rapid transformations in the media landscape with the number of options available to advertisers increasing significantly. Many of these options offer excellent opportunities for brands to reach audiences with high levels of precision, customization, and measurability.
While this transformation is beneficial for many advertisers, TV can sometimes be perceived as yesterday’s advertising medium or one that’s waning in effectiveness. Not so says GroupM’s Consumer Eye research, which says that this is not the case, adding that TV continues to retain a power that can be leveraged by advertisers.
“The digital extensions of TV have not only given rise to new ways for people to consume content but also created a myriad of opportunities for brands to engage with audiences through TV,” GroupM said in a release.
According to GroupM’s findings, which are based on data from the 14 APAC markets, more than half of surveyed respondents (60%) agreed that free TV channels make the world a better place. TV remains a very important medium in influencing mindsets and shaping cultural behavior.
The study additionally found that in APAC, ads played on TV are ranked #1 for conveying a positive impression of brands. “In fact, TV ads (39%) received equal weightage alongside the recommendations of friends (39%). TV retains a unique strength in building brand equity,” said GroupM.
The study also found that 73% of audiences believe it is a brand’s responsibility to control where its advertising appears.
45% will have a negative opinion of the brand if it appears next to inappropriate or offensive content. TV is still one of the safest environments that allow for brands to be seen next to premium, high-quality content.
“As TV continues to undergo an addressable transformation, more opportunities will be available for advertisers to leverage data to reach specific audiences with messages that are highly relevant and bespoke for each consumer,” said GroupM.