It's true, TV advertising isn't what it used to be; now, it's even better. During the ongoing "everything in media is being disrupted" narrative, if TV has held onto anything as an ad medium, it's the ability to deliver immediate bursts of big reach. You want to get in front of 10 million people in one night and tell them about your movie opening? Run a spot on Monday Night Football. Want to tell the whole country about your July 4th sale? Hit them with a few ads on Must See TV (NBC's old Thursday night primetime block, for the younger crowd). Cool new toy for children? Telecast an ad during a TV tentpole like The Kids Choice Awards. Promoting a music release or a new TV program? Hit the MTV Video Music Awards. Even as massive as social media and streaming have become, there isn't another medium that can credibly match TV's scale, reach, measurability and brand-safety. In other words, TV is not going anywhere anytime soon.
Valerie Bischak has a 100-person team charged with building key advertising partnerships across all of Viacom's screens and brands. That means from networks like MTV, Comedy Central and Nickelodeon to newer acquisitions like VidCon and PlutoTV. How does this Executive Vice President of Advertising Solutions manage? She credits the true grit she gained by life experience for ultimately making her a stronger executive.
Marketers are learning to embrace media fragmentation. No longer can they simply broadcast messages to a mostly passive, mass audience. Besides, getting the attention of the 18-34 demo has become the biggest challenge, as they have become multi-channel and multi-platform consumers. Not to mention, most younger audiences are conditioned to block out ads altogether.