The lines between digital and linear, brand and performance, local vs global, and human and artificial intelligence are blurring. TheFutureofTVAdvertising Sydney explores the opportunities for brands, agencies and media owners as these old borders become porous. This will turn advertising into a two-horse race between TV and digital, with TV maintaining a c.30% share of revenue and digital taking the remaining 55%. Going forward from 2021, things get a little more speculative, with two likely scenarios: Get Contagious’s stories in your inbox. In a fragmented media environment, every advertising dollar needs optimisation. Within the growing TVadvertising space, the story is no different. 2024 saw consumer journeys spread further across more touchpoints as their viewing habits diversified. Google more than doubled its TVcommercial budget during the 2016 holiday quarter alone, to the tune of $109.8 million in ad buys to promote its Pixel mobile device. Google shelled out a further $5 million for a single 30-second spot in early 2017 to debut its Google Home AI assistant. Speaking ofTV, streaming services now dominate as more consumers cut the cord. Surprisingly, to many small businesses, advertising on these streaming platforms is considered digitaladvertising. The Priceline Group, which is the largest spender on digitaladvertising in travel, just said TVcommercials may be a better way to attract loyal customers.Fogel said the investments in TVadvertising would build a foundation for thefuture. Setting thefutureofdigital and social media marketing research.
