Ideally, advertisers experience the same brand recall from TV combined with the audience-based targeting advertisers use in digital. By combining the best qualities of television with the addressability of digital, advertisers could have targeted, dynamic video ads in TV-quality streaming environments.
Cord cutters are getting a lot of attention these days. Perhaps justified considering 95% of homes with TV have access to services that can be viewed on another screen, contributing to the lowest growth rate ever for worldwide pay TV subscribers. Globally, Asia-Pacific saw the biggest gains adding 2.4 million homes compared to the Americas which added 850,000 homes and EMEA adding 210,000 homes[1].
However, while eyeballs may be shifting, many advertisers report TV ads delivering better ROI than digital. Coca-Cola’s global chief marketing officer famously declared to conference attendees they see $2.13 returned for every dollar spent on TV compared to $1.25 for dollars spent on digital.
