Why Knowledge Gaps in Measurement Threaten the Value of Television Advertising
The Best Available Screen For Brand Building Is at a Crossroads
A significant value added is that television continues to be part of our everyday conversation. It “has the advantage that it is often watched socially, by two or more people at the same time” (Engagement Labs, 2019). Although cord cutting has driven a “large shift away from TV and other traditional advertising channels toward digital (in terms of paid-advertising-related conversations)…advertisers get a bigger conversation bump when consumers watch together, whether at home or out-of-home.
Digital advertising, in contrast, is more rarely watched by more than one person at a time, reducing the potential for the advertising to drive conversations” (Engagement Labs, 2019).
Read the full Journal of Advertising Research article, here.
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