The challenge has increased exponentially. There are more channels, more screens and more data than ever and the rate of change is increasing. Adoption driven by accessibility and affordability, technology enables consumers to access a vast wealth of information, on their terms. Starting in the last few decades, the trajectory of change has ramped up fast and is not projected to slow down.
Selecting one of the top spend channels, TV, we can see dramatic intra-channel shifts: From a peak year in mass TV advertising, 1965, until 2002, the number of 60 second spots necessary to reach 80% of one’s target audience has increased from three to 117[i]. Translating this to trust and recent research surrounding brand message acceptance, 60% of respondents said they need to hear information about a company three to five times before they believe it[ii]. Correlating these two points, an advertiser would need to provide at least 351 60 second TV spots to provide sufficient TV exposure to satisfy 80% of one’s target audience need for message acceptance. This, all while nearly 40 million US households have DVR capabilities and 59% of them “currently use a DVR to skip through the commercials”.[iii]
Fast-forward to the current decade. Today’s teen has become a moving target. Nearly all are double or triple tasking while watching TV. U.S. teenagers trust information from each other 5X more than adults and 10X more than ads[iv]. If you think about what this world looks like 5 to 10 years from now, this scenario will be even more complex as this demographic will be your future target. It will pay to get on top of this challenge sooner than later.
Complicating this, pushing more “noise” at consumers who have become increasingly insensitive to the charms of marketers has proven to risk exacerbating the issue and drives negative long term brand impressions.
The above is an excerpt from an upcoming whitepaper I wrote. I’ll update this post when the final production is available.
Tim Stengel, former CMO at P&G
[ii] Edelman Trust Barometer, 2009
[iii] eMarketer – Mintel, “Attitudes toward Traditional Media Advertising and Promotional marketing – US”, 2009
[iv] eMarketer – Deloitte, “State of the Media Democracy Fourth Edition: Select US Highlights”, 2009