The evolution of television hasn’t slowed, and the advertising industry is changing quickly along with it. Today’s advertisers have more ways to spend their ad budgets than ever, from digital display to local broadcast to over-the-top (OTT) streaming services. But as a recent spot from Hulu points out, the changes don’t signal an end to traditional advertising mediums, just a shift to include more platforms in advertising strategies.
That Hulu spot, as Fast Company shared, highlights the relationship between traditional television and streaming services. Though advertisers’ audiences are increasingly tuned in to multiple screens on multiple platforms, they’re still consuming plenty of TV. Hulu positions itself as “the most potent complement to traditional TV,” a nod to the fact that streaming services are not simply taking the place of traditional broadcast television. From specialty programming to live television events, local and national broadcasters are still earning advertisers’ dollars by delivering content other streaming services do not provide.
The Real Winner
This symbiotic relationship between television and other advertising platforms—like digital display, native ads, and content marketing—benefits both advertisers and consumers. Advertisers have more opportunity than ever to reach consumers, who are looking for personalized experiences and tailored ads.
By connecting to their audiences across mediums, brands are finding new ways to deliver consistent messaging as part of their omnichannel strategies. Advertisers are then able to measure effectiveness and collect data through a wealth of channels—both digital and traditional—to better inform their creative strategies and messaging.
TV Keeps Improving
Additionally, the evolution of television doesn’t stop at streaming or new content providers. Rather than lamenting the existence of multiple screens and the increasing fragmentation of the consumer experience, the industry has produced programmatic TV as an answer to some of traditional broadcast advertising’s biggest challenges. Some of these—such as the buying process, having to purchase entire audiences, and limited performance insights—are solved as programmatic TV simplifies the buying process and uses more data to provide advertisers with targeted purchasing power.
But programmatic TV also addresses the multi-screened reality, enabling advertisers to target audiences across different programs, time slots, locations, demographics, and more with a consistent message to different segments. It connects brands with both national and local presences, building on traditional television’s strengths.
Television has been a valuable instrument connecting brands to consumers for over 75 years. With new tools like programmatic TV, the medium has adapted to an ever-changing media landscape, guaranteeing its place in advertisers’ arsenals.