Marketers still too focused on TV, ZenithOptimedia UK chairman says
Rowe
Brands must end their obsession with TV advertising and “liberate” themselves with a new approach to media buying, according to the global managing partner and UK chairman of ZenithOptimedia.
Belinda Rowe, who was CEO of ZO in Australia for a decade and a chair of the Media Federation, told the Australian Association of National Advertisers (AANA) Reset conference this morning that she still attends too many meetings where TV is still “front of mind”.
“Everything is seen through that lens,” she said in comments directed at marketers. “You need to liberate yourselves and ask how can you come up with innovative ways to to get you out of TV-led thinking.
Good to hear Belinda. If you acknowledge how your customers are changing, rather than making decisions on how you (the brand) see the world then you will start to see the world differently. Businesses need to start to compete for relevance and embrace digital as a lifestyle to increase profits, morale & revenue.
If you want to know why every young person in media is jaded this is why
Im no longer obsessing over brand ‘love’ or brand ‘personalities’ anymore…i am obsessing over brands ‘deeds’? Really? What about the product itself…mostly shrinking and off lesser quality
increasingly, kids don’t watch TV. they don’t have the time or patience to make an appointment with a broadcaster.
kinda suprised Free-To-Air still exists, but the grey market should keep alive, until they’re not.
It’s a good point but I can also see the intimidation factor with digital. There’s no doubt something to be done there but then digital itself is so fluid it’s hard to know how to be creative in the media space in a consistent way. But it’s not great when customers are more up to date on it than those who are meant to ‘own’ media as a marketing channel.
Australia is a unique media environment. TV is relatively inexpensive compared to most markets and, as a result, is still the go-to channel for most astute Australian marketers.
I do enjoy the effort to be polite being made her:
“come up with innovative ways to to get you out of TV-led thinking”
That’s a very courteous way of putting it. Many speaking privately would prefer to say “its past time you acknowledged reality”.
Whether you’re the Ad Agency or the Advertiser, take a deep breath and expand your thinking into the possibilities that Digital presents…otherwise you’ll be left behind. If you sit and ponder too long, you’ll lose your audience. They’re already a step ahead of you..