How to Run TV Commercials in the Digital Age

The domestic TV advertising market is expected to reverse in size with the advent of digital advertising and mobile, but it still remains an effective advertising media for marketers with a sufficient budget (yes… yes, enough budget …).

The domestic advertising market is going through a period of major transformation with the advent of the Internet and mobile, with a scale of about 12 trillion won. Among them, the domestic TV advertising industry is steadily growing. However, looking at the case of the United States, as predicted, the TV advertising market finally reversed digital advertising costs in 2019 for the first time, and a similar trend is expected to appear Soon.

Nevertheless, the medium of TV remains attractive to marketers on a budget. It’s expensive, but it’s still a medium that can reach many potential customers. In addition, TV screens are constantly getting larger, so it is very suitable for emotional appeal to customers using large screen images.

So, from the standpoint of marketers who run advertisements, how should TV media be viewed in the future and how should it be used?

To answer this question, first we need to look at why TV media had so much influence in the past.

First, it was one of the most comfortable entertainment options in a time when there weren’t many entertainment options like today. Many families still watch TV together during holidays or holidays. It’s the cheapest, the most comfortable, and the most gender-agnostic.

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Secondly, TV was based on video and received very high attention compared to other media. Before TV, there was hardly any video-based media, but the emergence of video media that can be viewed in comfortable attire and posture at home in such a situation was a truly disruptive innovation.

Third, TV didn’t end with watching, it was social media that gave a topic to watch and talk with. When TV wasn’t widely popular in the early days, villagers gathered to watch and talk together, and in places where family members watch TV even today, they watch TV and talk. These behaviors have a great influence on how content and advertisements you encounter on TV are perceived and remembered by people.

However, with the advent of mobile, these three strengths have been almost shattered.

First of all, there is now a lot of entertainment that is more accessible than TV. You can listen to music on your mobile phone, and you can talk with your friends at any time through KakaoTalk. With the advent of social media such as Facebook and Instagram, and streaming services such as YouTube and Whatcha, you can enjoy video without watching TV anymore.

Secondly, people no longer pay 100% attention to TV. Analysis of viewers based on more than 2 million parameters in Soundly revealed that more than 50% had their mobile screens turned on. In other words, at least 50% of viewers are watching a mobile screen. So the other 50% are watching TV? Probably not. Playing mobile games with the TV on is no longer awkward. Real TV commercials will have far fewer viewers than 50%.

Third, with the advent of single-person households, many of the social features of TV media have disappeared. Of course, the social function of TV is expressed in other media such as Naver TV Talk and Kakao Talk chat room. However, now, the behavioral pattern of actively watching TV and talking is not possible in single-person households, and this has a significant impact on the awareness of content and advertisements.

In other words, TV media was the most easily accessible entertainment and social media with high attention, but with the advent of mobile, all three advantages are weakened, resulting in poor media power.

However, it is too early to give up on TV commercials because the big screen in the living room, or TV, will never disappear in the future.

Many people talk as if the role of TV is about to disappear. However, even if the current situation continues, it is difficult for the media power of the large screen in the living room to fall below a certain level. Because, the power of content reaches people emotionally in proportion to its screen size. Therefore, the TV in the living room has its own role to consume content on a large screen. This is different from mobile, which is based on portability. Perhaps those who are negative about the TV industry are concerned that traditional broadcasting stations are not competitive.