What you want to hear! The Current State (Reality) of Terrestrial TV Advertising Part 1: "Digital"
Even as the media environment surrounding consumers diversifies, television remains highly anticipated as an advertising medium. Simultaneous broadcasting, simultaneous reception. This style is unique to television. While talk of viewers turning away from TV has been heard in recent years, it is still highly valued as the most influential medium for generating massive awareness reaching tens of millions and sparking interest across broad demographics, including those with low engagement. Concurrently, attention is focused on recent developments: multifaceted television utilization through synergies with internet integration and content power, alongside more precise methods for advertisers to verify return on investment.
In this feature, staff from Dentsu Inc. Media Services / Radio,TV Division answer straightforward questions from a field perspective. Over four installments, we present a glimpse into the "real present and future" of television advertising.
Q1: How is television adapting amid the evolution of the internet environment?
Answered by: Yoko Bunbun (Digital & Global Business Promotion Department)
While the integration of broadcasting and communications has been discussed for some time, various initiatives centered on linking television and the internet are now underway. Among these, two major efforts stand out: "catch-up (missed episode) streaming" and "second screen" engagement.
Catch-up streaming allows viewers to rewatch programs "anytime, anywhere" online after they've aired on TV. Broadcasters have gradually started offering this service since last year. Previously, many viewers watched unauthorized uploads on video sites, but official streaming services are expected to increase going forward. Even in catch-up streaming, commercials air within programs just like on terrestrial broadcasts. The value and effectiveness of these commercials are being closely watched from several angles. First, freed from the constraints of broadcast time and the TV set itself, this content has a high potential to capture viewers who missed the live broadcast. From an advertiser's perspective, this could lead to expanded reach. Furthermore, a key point of catch-up streaming is the strong intent of viewers who specifically choose to watch the program. Consequently, responses to commercials aired within the program—such as the effectiveness of a single frequency—may potentially be higher than for TV commercials.
The second aspect, the second screen, refers to systems where mobile information synchronizes with the content of the TV program being watched. Initiatives using the second screen as part of program planning and production have existed for some time, such as viewers participating in games within the show or voting. Initiatives like "TBS Bubutasu" are also gaining attention. For example, information about shops featured on the program, celebrities appearing, or keywords discussed automatically displays on smartphones or tablets, allowing viewers watching TV to follow up on things that catch their interest.
In advertising, if viewers glance at their second screen after seeing a TV commercial and are immediately presented with product information or website links, it should lead to deeper advertising engagement and easier purchasing decisions. Similarly, if someone thinks, "I want to search for that product I glimpsed in the commercial, but I can't remember the name," automatic displays on the second screen could help them find the information. Dentsu Inc. has also been developing this system since around two years ago and continues testing it for practical implementation. These new initiatives should further enhance the synergy between television and the internet. If this happens, I firmly believe television's future will be a bright one.
Back Issues
#04 What You Want to Know! The Current State of Terrestrial TV Advertising (Real) "Other General Topics"
#03 What You Want to Know! The Current State of Terrestrial TV Advertising (Real) "Area Promotion"
#02 What You Want to Know! The Current State of Terrestrial TV Advertising (Real) "Sports"
#01 What You Want to Know! The Current State of Terrestrial TV Advertising (Real) "Digital"
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