A journey to the future of television advertising
Is TV dying? Or is it just evolving? And what do the big changes mean for the important bits between the programming, the ads? Death, Taxes and TVCs, an event being organised by the generous folk from Pure Productions, will delve into this issue to find out what the future of television advertising in New Zealand holds. And while the inaugural event, which features a stellar speaking line-up, is an invite only occasion, StopPress has got five tickets to give away.
Gazing into the crystal ball and discussing their views on the topic will be Jason Paris, chief executive of MediaWorks, James Hurman, planning director at Colenso BBDO and Mike Hutcheson, executive director at Image Centre. So if you want to head along and quench your thirst for knowledge by soaking up the sage thoughts of these huge futuristic minds, add your own (reasonably short) vision for the future of television advertising (or advertising in general) to the comment wall.
The event is taking place on 23 September from 6.30 – 9.30pm and, importantly, the requisite drinks and nibbles will be provided.
Lindsay
September 10, 2010
For a medium considered by some to be in its death throes, tv is in pretty good shape. Sure revenues are down, but that's more to do with GFC than viewership in middle NZ. What is consumed and how it is consumed is evolving quickly but the base medium remains
Ilja Ruppeldt
September 10, 2010
Importance of classical TV is already fading away as more and more people spend their time on the net. More "channels" mean splitting of ad budgets. That means less $ for production, smaller commissions, etc. Hey days of big ad moguls will be probably over.
jenna
September 10, 2010
People are spending more and more time online, but a huge chunk of that time is spent watching TV or entertainment content. So as the two mediums converge, we'll see the emergence of these smart, connected televisions that allow consumers to engage with TV content (incl advertising) in a whole new way. Ads are going to become a whole lot more targeted and engaging as a result.
Ben
September 12, 2010
The appetite for television consumption is bigger than ever and will continue to grow but more channels will necessitate targeted campaigns integrated in and around content in smarter ways. Better value for advertisers while broadcasters will offer more opportunity to reach specific demos through numbers of niche/targeted channels
Iain U
September 13, 2010
For a while, I thought that fragmented viewing, time-shifting and online adoption would mean the only way to effectively use "TV" for advertising would be to integrate brands/products/messages into programmes. That hasn't come to fruition (yet) as FTA TV still gets huge audience numbers, and the networks find ways to reach audiences through different media and devices.
I think our TV networks (TVNZ in particular) are well-positioned to maintain their audience dominance for some years to come!
M & CB
September 13, 2010
TV will always be the steak on the plate with potato and veges being the others (sorry others) Although…I am always interested in a hot debate about where IPTV is headed and when we get our optical 'nerve' pulsing faster with broadband surely the landscape will change to benefit TV? Merit to TVNZ for investing in their ondemand/digital capabilities to capture the fractious viewer. I expect with Mr Paris now entrenched at TV3 that their digital footprint will grow in size?
M & CB
September 13, 2010
sorry one more thing…I am still a little stunned that TV1 dropped alot of their current affairs type programs in place of the slice-n-dice crime series that seem to be the new 'black' in programming!? Surely if you are running a 'current' affairs program addressing the issues of the moment that many viewers will appointment view in real time rather than filing to MYSKY for a rainy day? Just my 2 cents.
marianne
September 15, 2010
The carping naysayers singing funerial dirges for television might want to reassess their position – far from being a dead or dying medium,Television is still an extremely powerful medium. A lot of clients still regard it as the medium of choice or one that they aspire to.
Expert planning will just become more and more important – understanding the environments on offer and their application to a clients needs – not just blind planning by the numbers
Jess
September 15, 2010
TV's still the mass media generator. Sure we want the 'influencers' in the chain to tap their neighbours about our brand and so on and so on with conversations bursting forth like spring flowers..but how do we get to them in the first place? TV broadcasts to the masses, good ideas stick and a good media strategist will have all the mechanisms in place to capture the attention and convert to sales.
RFID
September 15, 2010
Minority Report advertising is what we can envisage in the future. Where advertising is tailored to an individuals preferences and discovers their preferences through reading information on their mobile phone, a consumer loyalty card enabled with an RFID chip or alike technologies.
Monkey Business
September 16, 2010
Brands still love tv to communicate. For me, brand images delivered via cell vs HD Tv. I know where I'd like to have my images.
David MacGregor
September 17, 2010
So long as there is a market for Coro and Shorty there will be advertisers circling for crumbs of attention whichever screen they screen on.
Ric Scarrold, SCARROLD PACIFIC TELEVISION
September 17, 2010
It's my Birthday on 23rd and I'm passionate about Television Advertising. I even go to the toilet when the programmes are on :)
Rex Ellacott
September 21, 2010
Television is always changing, especially as consumers hunger for entertainment. Well thought out and executed campaigns, will always net a response, advertisers just have to be more clever in their choice of delivery mechanisms.