If you are offering a product or service to public, chances are your TG is of millennials (Gen Y) or of Generation Z. Gen Y + Z birth years are from early 80’s to early 2000’s. Which encapsulates the 24- 40 year olds for the next decade or so.
And most research shows that this generation is watching an insignificant amount of Television today. So as a Brand Custodian one must evolve to market products and services to where your TG is.
Not convinced? Then consider this bold move by Adidas
According to a recent interview with Adidas’ CEO Kasper Rorsted that is trending everywhere, Adidas is exiting TV as a part of their 2020 plan. This is in view of their target to quadruple e-commerce revenues by 2020. They also plan to increase revenues from US$1 billion to US$4.25 billion.
TVC vs content for Digital
Obviously There is a fine line between creating a TVC and content for digital. But still most brand executives seem to be happy creating an overly hyped up TVC then a me-too lackluster video for digital. However if you are heading in the direction of exiting TV, you must grab the content bull by its horns. you can’t continue to create a gimmick that you dish out in between their favorite program like you do on TV. You must create content that stimulate key aspects of a human psyche in a strong manner, may it be emotional, aspirational or shocking. In the age of “scroll” most content just gets scrolled over. So my suggestion is stop being a know it all and get to the drawing board.