How is it possible that companies still invest tons of euros in TV commercials while the public at the same time grumbles and complains about those same commercials? Simple; because TV advertising still pays off.
Advertisers use 'old-fashioned' television to reach a large audience at once. If only toΒ a brain positionΒ to conquer.
I would like to make a note: due to the renewed viewing behavior, the emphasis is on sports events and live programs. It is changing undeniably, but also slowly. I myself am convinced that TV advertising will decrease greatly in the future and will eventually hardly exist at all. What will remain the longest is TV advertising with products for seniors.
After all, the number of TV viewers is falling in all age groups, except for the group that is now between 50 and 64 years old. In 2 decades, these people will be the last of the Mohicans with something as classic as a TV. The TV offer will be tailored to their unique preferences.
Until even the very last TV viewer is extinct.
But now; be aware of the power of the paper tiger.
The paper brochure remains popular. Brochures are read with pleasure by most mailbox owners, namely 87 percent. Small disadvantage; the handy brochure has the greatest effect when it refers to a brick-and-mortar service. Shops, dry cleaners, restaurants. Only 10 percent of brochure readers book or order online. Apparently the route from paper to digital is too long-winded. The same rule of thumb applies the other way around: from digital to brick-and-mortar does not work well. In that case, tricks have to be applied. Discount vouchers, credit notes and meal recipes, for example.
Moral? Marketing is always in motion.