In my December 17 column I pointed out three things: 1) Sight, sound and motion -- the characteristics of TV/video -- have always been presumed to have more advertising impact than media which depend on a single human sensory system, such as "Sight Alone" for static print, conventional outdoor and digital display ads; 2) For this reason, the sight, sound and motion media received about 58% of U.S. national ad dollars in the era from Don Draper through 1989, while "Sight Only" received around 27% (the other 15% was radio), and 3) Today, Standard Media Index and PwC show that we have shifted without apparently noticing it, with "Sight Only" static ads increasing their share +63%, and sight, sound and motion losing -23%. This is as a result of digital display having low CPM, ease of buying, addressability, interactivity and big data.
Enjoying This Commentary? There's More to Love
Subscribe to MediaVillage to receive email alerts featuring the latest content on advertising, media/TV, and marketing strategies and trends, including exclusive The Myers Report research findings.