{"id":710,"date":"2021-04-30T08:00:19","date_gmt":"2021-04-30T12:00:19","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/04\/30\/why-its-important-to-resist-shiny-object-syndrome-in-tv-advertising\/"},"modified":"2021-04-30T08:00:19","modified_gmt":"2021-04-30T12:00:19","slug":"why-its-important-to-resist-shiny-object-syndrome-in-tv-advertising","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/why-its-important-to-resist-shiny-object-syndrome-in-tv-advertising\/710\/","title":{"rendered":"Why It\u2019s Important to Resist \u2018Shiny Object Syndrome\u2019 in TV Advertising"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376258 = window.plc376258 || 0;\n            document.write('<' + 'div id=\"placement_376258_' + plc376258+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376258, [300,250], 'placement_376258_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376258++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By Charlie Holmes, SVP of Sales at <\/strong><a href=\"https:\/\/www.nyinterconnect.com\/\"><strong>New York Interconnect<\/strong><\/a><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The TV landscape is in a state of transformation, as is the advertising that powers it. When you combine the sudden viewership shifts sparked by the pandemic (including the unprecedented growth in audiences who added streaming to their TV consumption) with the rise in addressability within TV, you see that tremendous new opportunity has been unlocked in the space\u2014and advertisers of all shapes and sizes are taking note.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">However, we would be remiss to treat this period of rapid evolution within the TV space like we treat other so-called \u201cemergent\u201d advertising opportunities. Applying our industry\u2019s standard \u201cshiny new object\u201d lens to what\u2019s happening in TV right now does the reality of the opportunity a disservice. Here\u2019s why.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Power in Progress, Not Wholesale Paradigm Shifts<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">The TV advertising landscape of today looks a lot different than it did just 10 years ago, both in terms of technology and the advertisers themselves. That\u2019s not because of some cataclysmic shift in what TV advertising does or how it\u2019s done. Rather, it\u2019s the culmination of the steady progress that\u2019s been made over the course of decades.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">TV advertising is no longer the domain of only big brands with big budgets. Over the past decade, we\u2019ve seen gradual democratization of the space, driven by a number of factors. Part of this has to do with the maturation\u2014and ultimate saturation\u2014of many digital channels. As disruptive direct-to-consumer brands began to hit the point of diminishing returns in search and social channels, many expanded their efforts into TV advertising as a means of both building their brands and expanding their reach.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">The migration of smaller, younger brands into TV was accelerated during the pandemic. A recent <a href=\"https:\/\/thevab.com\/insight\/welcome-tv-1H\">VAB analysis<\/a> found that nearly $460 million entered the national TV marketplace in the first half of 2020, representing 110 first-time national advertisers across 59 categories. Almost 70 percent of new first-half national TV dollars were invested during the second quarter, in the heart of the pandemic. There were a number of reasons for this sudden surge, one of which is the increased sophistication of targeting and measurement capabilities in the space that, taken together, decreases TV\u2019s barrier to entry for brands.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But it wasn\u2019t just young brands that started looking at TV differently in the pandemic. Across the media landscape, the pandemic wiped the slate clean for many advertisers and allowed them to break free of many traditional ways of doing things. Agencies and brands of all shapes and sizes were given permission to evaluate alternatives that previously received little consideration.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In the TV space, a lot of that exploratory attention has gone to addressable, connected TV channels\u2014but this opportunity doesn\u2019t fall into the \u201cshiny new thing\u201d category. Rather, the brands that are gaining traction in this space and realizing the much-discussed efficiencies it offers are doing so thanks to years of incremental progress by companies that have been building and aligning the addressable opportunity with the larger TV landscape since the birth of digital capabilities.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Celebrating the Incremental Advances<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">There are a lot of emergent companies operating in the TV space today, all committed to doing <em>something <\/em>better than everyone else, be it targeting, measurement, creative optimization\u2014you name it. Their cool new tools are just that\u2014very cool. But the real opportunity within TV is the same as it ever was: superior brand-building at scale. Thus, every cool new tool needs to be viewed through that lens. Can it be leveraged, scaled and replicated for maximum effect?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Ultimately, advertisers are looking for partners in the TV space that help them put it all together so they can be consistent and comprehensive in their approach to TV. This is where the power of past and ongoing incremental advances is evident. The reason TV is capturing new attention among advertisers isn\u2019t because of some new technology leap, but rather the many small advances we\u2019ve seen in areas such as the following:<strong>\u00a0<\/strong><\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\n \t<li><strong>Aggregation and organization: <\/strong>Just as viewership patterns have fragmented across linear, digital, streaming, VOD, addressable, connected and any other number of descriptors for new TV modalities, companies have been racing to reunite these pieces into scalable, understandable packages that help advertisers reach their target audiences everywhere they&rsquo;re watching. Those that have put in the most work in that regard are the ones that are positioned to help advertisers meet their evolving media goals.<\/li>\n \t<li><strong>Simplification: <\/strong>For advertisers, the small stuff matters when it comes to media-buying efficiencies. Even small advances, such as the consolidation of buying codes, contracts and invoices when running a campaign, can add up to big gains for brands and agencies.<\/li>\n \t<li><strong>Comprehensiveness: <\/strong>Advertisers today are seeking end-to-end solutions that can help them consistently get their message out to the masses, while still taking advantage of niche opportunities to connect with audiences on a deeper level, whether that&rsquo;s through local community tie-in activations or more-nuanced messaging to multicultural communities. Thus, companies that have developed the partnerships needed to offer diversified access and executions tend to move the needle for these companies more than those that perform a single sophisticated task at a limited scale.<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">The TV landscape is most certainly having a moment right now, but it\u2019s much different than the moments we\u2019ve seen come and go in digital and social channels in recent years. There\u2019s a sophisticated technology component underpinning the TV revolution, yes. But more than anything, it\u2019s about <em>building<\/em>\u2014building relationships, infrastructure, organization and understanding. This process of building takes time, but the long-term payoff is worth it. Right now, we\u2019re seeing the fruits of decades of labor come into full bloom in the evolving TV space. It\u2019s no accident, and it\u2019s not a flash in the pan. This is what real, long-term progress looks like.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376259 = window.plc376259 || 0;\n            document.write('<' + 'div id=\"placement_376259_' + plc376259+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376259, [300,250], 'placement_376259_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376259++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>The TV landscape is in a state of transformation, as is the advertising that powers it. Applying our industry\u2019s standard \u201cshiny new object\u201d lens to what\u2019s happening in TV right now does the reality of the opportunity a disservice. Here\u2019s why.<\/p>\n","protected":false},"author":7,"featured_media":711,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-710","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Why It\u2019s Important to Resist \u2018Shiny Object Syndrome\u2019 in TV Advertising | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/why-its-important-to-resist-shiny-object-syndrome-in-tv-advertising\/710\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why It\u2019s Important to Resist \u2018Shiny Object Syndrome\u2019 in TV Advertising\" \/>\n<meta property=\"og:description\" content=\"The TV landscape is in a state of transformation, as is the advertising that powers it. Applying our industry\u2019s standard \u201cshiny new object\u201d lens to what\u2019s happening in TV right now does the reality of the opportunity a disservice. Here\u2019s why.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/why-its-important-to-resist-shiny-object-syndrome-in-tv-advertising\/710\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2021-04-30T12:00:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/04\/169shiny.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 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