Brands will now have to interact with the people who possess this new data, the service providers, as well as with agencies that can leverage these new portals in our communication systems for them.
Television Is Changing and Not Just in Volume
Not only have television channels increased but the number of modes of delivery have increased. Cable, digital mediums, set top boxes and DTH services have all meant that the messages of brands can be delivered in multiple ways to television sets of audiences.
With increased number of channels and modes of access, enterprises can be sure that while everyone has access to most of these channels not everyone is watching everything or the same thing. The audiences are making choices. Identifying who is making which choices, and identifying the demographic factors that influence/correlate/cause these choices is key to your message reaching the right people.
Why Should We Care?
We have to pay attention to the changing data because the medium itself is changing. Audiences are consuming television content through new delivery mechanisms and through new devices. Brands will now have to interact with the people who possess this new data, the service providers as well as with agencies that can leverage these new portals in our communication systems for their brands.
Staying on top of the TV revolution will be the key to staying ahead in the future. Companies will need to partner with agencies that understand this and can provide the required expertise in analytics. We at BrewingBeans understand this and design campaigns with a focus on KPI. The campaigns rest on the foundation of our analyses including audience psychographics, and demographics. Companies that keep track of the numbers and changes will be adaptive and benefit from the changes.
We Are Not there Yet
The changes in consumption patterns have already happened, especially among the younger segments of the demographic. However, the data we need in terms of TV content may not all be there yet. Which is why brands need to be aware of the changes and track them as they are happening to be actionable in the near future but for the present we will still have to remain competitive and engaging in the current environment.
We will discuss the role of analytics, the medium of television and budgeting in another post, soon to follow.