How digital advertisers are adapting habits to reach the audience that prefers TV

Last month Facebook launched a major campaign to restore public trust in the crisis of his personal life. Called “together” campaign stretches across TV and film for the 50 largest markets in the United States at the age of shorter attention spans and commercials, Facebook relies on its reputation 60-second spots. Ads on its own platform to play a small role.

As striking as it is for one environment, depending on the competition to sell their story is not an isolated case. For all the energy, Facebook, Amazon, Apple, Netflix and Google (FAANG) entered in the advertising community say they will replace the TV, they put big bets on TV when their growth is on the line.

Minutes after Facebook CEO mark Zuckerberg finished to testify before Congress about data security platform, Facebook went big and bold on TV. Similarly, when on YouTube to lure subscribers to its new TV service, it turns into a TV. When Netflix needs the audience for the new show, Amazon rolls out Alex or Echo and Apple introduces a new phone. It’s always TV and more.

For all the energy, Facebook, Amazon, Apple, Netflix and Google (FAANG) entered in the advertising community say they will replace the TV, they put big bets on TV when their growth is on the line.

In fact, FAANG was surging on TV advertising platform at an extraordinary $ 138 million dollars a month from the beginning of 2017; in total, $ 1.9 billion from January 2017 to February 2018. Conservative forecasts place FAANG by 2018, TV advertising, at $ 1.8 billion. Since these levels are equivalent in P&G and “General motors”, FAANG effectively the top three advertisers on TV.

Why? FAANG understands what TV can do several things for them that they cannot do for themselves.

To begin with, television gives them the opportunity to reach a huge number of real people at once with one message. No bots, no fraud ads, no security issues, and absolutely no doubt as to whether is is big enough or long enough to be considered a business. Plus, all this is third-party verification.

Moreover, they may not correspond to the attention of the TV. FAANG knows that their customers are watching more TV than anything on their platforms. In a moment, 76 percent of the adult population engaged with TV, compared to 13% for YouTube, and 7% for Facebook. This is true. Ten times more adults are looking at multi-screen TV than doing anything on Facebook. That Facebook is running 60-second commercials, talks about how the Platform values the attention of the audience on TV.

As one of the leaders YouTube recently announced “wall Street Journal”, “now we are in the midst of the next big revolution. Users spend more and more time from the TV screen”.

TV shows melody of viewers to regularly have a print and cultural value. For the same reason why most watched content on Netflix and YouTube TV show. This is a direct result of more than 52 billion dollars that television networks to invest each year in Original programming, FAANG obligation moves to simulate as fast as possible. Current FAANG original programs remain mostly niche shows for a relatively small audience on streaming platforms that are not ad friendly for the construction of a mass brand.

FAANG sees every day the direct impact of TV. They track where visitors and customers come from the religious, and they know that TV advertising will bring more people to the web sites in less time than anything else.

When it’s your money, FAANG has all the answers. When it’s their money, they buy a TV. They are on to something. Advertisers will be watching what they do, not what they say.

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