In the year 2023, the shift towards streaming as the preferred form of entertainment for US adults is set to reshape the marketing landscape. This blog explores why terrestrial broadcasting is a weak option for a long-term marketing mix and highlights the power of streaming platforms in providing personalization, avoiding partisan news content, reaching desired demographics, and offering real-time intelligence and feedback.
1. Personalization and Targeting:
Streaming platforms have revolutionized entertainment by offering personalized content recommendations based on viewers’ interests and behaviors. This level of personalization allows marketers to target specific audiences with precision, ensuring their ads resonate with consumers who are more likely to engage with their brand.
2. Avoidance of Partisan and Disinformation:
Traditional national news programming has become increasingly opinionated and susceptible to disinformation, which can negatively impact the perception of advertisements shown during these segments. Streaming platforms, on the other hand, provide marketers with a safe environment where ads can avoid controversies associated with biased news, ensuring brand reputation remains intact.
3. Appeal to Older Audiences:
As the landscape of media consumption continues to evolve, the older demographic, which was once the primary target audience for terrestrial broadcasting, is now progressively gravitating toward digital platforms. This seismic shift can be attributed to the widespread adoption of internet-connected devices, the convenience of on-demand content, and the expanding offerings of streaming services. As a result, marketers and content creators must adapt their strategies to effectively engage and captivate this digitally inclined older demographic, leveraging the power of personalized experiences, seamless accessibility, and tailored messaging to connect with their evolving preferences and behaviors.
4. Cost-Effectiveness:
Advertising on traditional broadcast channels can be expensive, especially during prime time slots. In contrast, advertising on streaming networks offers a more cost-effective alternative, allowing marketers to allocate their budgets more efficiently. This cost advantage is particularly significant for small and medium-sized businesses with limited advertising budgets.
5. Real-Time Intelligence and Feedback:
Digital advertising provides real-time intelligence and measurable feedback, enabling marketers to track and analyze the performance of their campaigns. Streaming platforms rely on data analytics, ensuring marketers can optimize their strategies based on real-time insights. This invaluable feedback helps them refine their advertising efforts to reach their target audience more effectively.
Conclusion
As streaming takes over traditional TV, marketers must adapt their strategies to align with the preferences of US adults in 2023 and beyond. Terrestrial broadcasting’s weaknesses, including lack of personalization, partisan news, outdated demographics, high costs, and limited real-time metrics, make it an ineffective option for long-term marketing success. Embracing streaming platforms allows marketers to tap into personalization capabilities, avoid controversial news content, reach younger audiences, optimize their advertising budgets, and gain real-time intelligence and feedback. By leveraging the power of streaming, marketers can enhance their marketing mix and stay ahead of the competition in the evolving digital landscape.
