BIG, BEAUTIFUL BRANDING: IS THE HIGH-END TVC A RELIC OF THE PAST?
Ask any industry know-it-all and they’ll tell you: In 2018 marketing is all about activating brands online. With benefits like pinpoint audience targeting, utterly transparent reporting and real McCoy ROIs, digital is where it’s at and the big, beautiful brand-building productions of yesterday are well and truly becoming a thing of the past.
But is that actually the case? Have marketers really turned their backs on the big budget mainstream campaigns of old? Is there still a place in the market for the cinematic TVC? And are brands still willing to play the long-game of identity building?
It’s not quite that simple
Going by the stats, one could argue that the death of big, glamorous brandbuilding content has been somewhat exaggerated.
According to Standard Media Index, agencies spent a billion dollars on major media across New Zealand last year, and leading the way in that lot was TV—stubbornly holding out against the digital onslaught - with a not insignificant $389.6 million overall haul.
That’s not to say digital is insignificant in the scheme of things of course: to the contrary, digital advertising is hot on the heels of TV, at $338.9 million for 2017 - more than seven percent growth on 2016. (Outdoor is still the outlier, at $136.3 million, but up, nevertheless, a whopping 18.4 percent in 2017).
