Categoría: Professionals
Grado de dificultad: 3 (Por el idioma).
Columnista: Roberto
TMN sigue monitoreando la evolución del uso de nuestras pantallas, que pasaron de simple televisores a equipos de streaming video.
Esta irresistibe ascensión tiene consecuencias más discretas. El presente artículo hablará de una que era inevitable (en inglés por el origen de la noticia).
A tale of advertising
Present and future of “Television”
About the present and future of “television”, traditional analysts describe a confusing landscape.
‘TV’ today can be described as anything on a screen that feels relevant, authentic, and worth an audience’s time
It is a bit tricky to understand what is going on here. Long story short, this is about the advertising industry realizing that they must evolve … Toward social networks and short duration contents (apparently).
Translation: they think conventional television (that they call linear live TV or broadcast TV) is dying.
They may be well advised to be worried, because advertising is far more volatile on Social Network video contents,
Advertising is “tolerated”
If even them think it’s over, then legacy television is really dying this time.
Still, this article of Deloitte is very reveling of the anguish this clever organization feels, these days.
I still remember a recent opportunity I was given to “enjoy” a “free” subscription to Disney Plus for a while. There was, however a catch: the subscription was the cheap one, crippled with adds.
Unsurprisingly, my people didn’t like it at all and we finally decided to sign out. So, don’t believe what they cunningly say in the article: no one likes their invasive commercial adds.
Not in Streaming, not in short videos, not in cellphone games, nowhere!
We tolerate them, nothing more.
Youngsters know better
Evolution toward social media?
How selfish of me! I’ve never thought of the problems faced by the advertising world.
Toning down the sarcasm for an instant, I understand the initial purpose of advertising … Which has since got (way) out of hand.
Now, their main clients are the social networks (Facebook/Instagram, TikTok, YouTube, Twitter), and their target, the very young users.
Their justification? The following chart:
The shift in this perception from the new generation is natural.
In a former TMN article, we told how a millennial close to us didn’t know what a 45 RPM vinyl disc was:
Old have to adapt to new, no the other way around
It was surprising but not shocking. An increasing number of early tecnological devices and using have disappeared. Young people never saw them, hence, for them they don’t exist.
Bluntly said, those who know old stuff are old and have to adapt, not the other way around …
And this also applies to advertising, which seem to be completely unaware of how young people see publicity. A clue: they judge it even harsher than old folks do, they may even be imune.
But, apparently, no one seems to realize it or to care.
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