Short Takes: TV Beats Digital Again

Time to start embracing the GRP, reach and frequency, three martini lunches, handshake deals, whatever it takes. Because TV is beating digital by playing the same old low-tech games.

At least that’s a takeaway from a new survey released by the Association of National Advertisers, which found that 47 percent of marketers increased their TV budgets since 2009. That’s during a brutal recession and during a time when online media consumption ballooned.
For executives from the digital media world, this should be eye-opening. Marketers still love the sight, sound, motion and brand impact, despite all of its targeting shortfalls and lack of interactivity. During a panel session at Digiday’s Digital Publishing Summit in Bonita Springs, Fla., on Monday, MediaKitchen CEO Barry Lowenthal lamented the idea of the digital media industry adopted TV’s the GRP as “sad” and “backward.” It will be even sadder if the digital ad industry doesn’t start commanding a bigger share of dollars. Fights over metrics will seem backward at some point.
https://digiday.com/?p=2062

More in Media

‘The D-word is the most problematic’: Why diversity could soon be stripped from DEI values and branding

As the backlash to DEI continues, marketers say it may be time for a rebrand.

Rockstar Games talks with top metaverse creators, with an eye on making ‘Grand Theft Auto’ the next creator platform

The video game maker has been discussing allowing creators to create custom experiences inside “Grand Theft Auto VI.”

AI Briefing: Ad tech world debates how to address CSAM concerns

Adalytics’ latest report is asking serious ethical questions of the media industry.