The answer to whether TV can fit into the category of digital media would really depend on the exact moment of time and in what context you are asking the question. In order for the direct marketing professionals at Duffy Marketing Services to answer the question, we need to have some definitions to work with: Looking at the current situation, how do we define the terms digital media and traditional media? And where does what we’ve traditionally called a TV broadcast of a commercial fall on the spectrum?
Defining the Terms
Traditional Media:
- Campaigns aimed at a broad audience
- Most common media is television & radio
- Broadcast distribution
- One-way contact
Digital Media:
- Commonly uses internet, software, video games, videos, websites, social media, and online advertising
- Message usually targeted to certain recipients
- Two-way contact (generally)
The World is Changing
Using those definitions, the first reaction would be to say TV is NOT digital media because traditional TV advertising is not two-way, but technology is changing that. A television is no longer the only outlet for video programming of any type, including TV advertising. One example is what’s called Over-the-Top (OTTs) platforms. It’s direct delivery of your traditional TV media content to millions of online streaming devices in addition to TVs. It’s the same technology used by all the major streaming services, but anyone can use an OTT platform to reach an audience. Those platforms can facilitate audience feedback, meaning television (more correctly video) very much meets the definition of digital media.
Wait There is More
You can also reach an audience with what’s known as instream advertising. The most common examples are the ads you see when watching a video on YouTube or a website. Instream advertising is most often broken down into three categories:
- Pre-Roll: Plays before the video are usually best to enhance brand awareness.
- Mid-Roll: Plays in the middle of the video are messages usually requiring engagement.
- Post-Roll: These ads at the end of a video usually include a call-to-action.
Instream ads are typically sold on a cost-per-view basis of some sort.
Always Here to Help
Duffy Marketing understands this rapidly changing world of digital media and the way it is changing TV advertising can be confusing. Let us help sort things out and Duffy can show you how to make these new marketing services work for your small business. Our library of proven concepts can bring your TV advertising to fruition very quickly with our full-service offerings including video production. To keep track of the latest trends in marketing be sure to like and follow us on Facebook and Twitter.
