Television networks should focus on how to grab viewers’ attention as opposed to try to grab a bigger audience, advices Multi Channel Network chief executive Anthony Fitzgerald at a time when advertisers are diverting a huge fraction of their ad budget to digital video ads.
Facebook and YouTube have been the biggest beneficiaries of advertisers shifting their ad budgets from television to digital video ads in a bid to capture the huge online consumers’ base. That being said, many TV networks have the grand opportunity to recapture their audience given the recent backlash that the two media giants have received asserts Mr. Fitzgerald. According to him, TV networks golden opportunity to reclaim their throne in the ad industry has arrived amid recent digital uproar with Google placing ads alongside offensive content and Facebook issuing over inflated metrics to determine the effectiveness of video ads placed on its platform.
“The obsession with the lowest cost per thousand, particularly in Australia, is not delivering the best outcome for clients. Not all impressions are created equal,” said Mr Fitzgerald, noting that brands are spending money on ads that people never see due to viewability issues with Google and Facebook ads.
“The best impressions are those that have the most engaged audience, the greatest level of attention, full screen in an uncluttered environment with sound on. Now, that is a valuable impression. The cheapest video impression you buy could be the most expensive because it doesn’t work. There is a real premium to a seamless, multiscreen, advertising experience and that’s what TV is today.”
Mr Fitzgerald says networks should put greater emphasis on how TV offers brands safe, high-quality content compared to the unknown risks of YouTube and Facebook. “There’s an interesting opportunity for us in this market to build one currency across all professionally produced broadcast quality content distributed on any device,” Mr Fitzgerald said.