From linear to streaming: How TV continues to shape the future of advertising

Why TV still reigns in advertising

Despite the rise of digital media, traditional television remains a dominant force in advertising. This enduring relevance is underpinned by several key factors that highlight television's unique strengths in building brand trust, delivering emotional narratives, and enhancing marketing effectiveness.

The rise of streaming and CTV

While streaming platforms are gaining traction both globally and in Hong Kong, they have not eclipsed the traditional television model. Instead, the lines between linear TV and streaming have blurred, creating a hybrid landscape where both mediums coexist. This integration allows advertisers to leverage the strengths of each platform, ensuring that their messages reach audiences effectively across various viewing habits. The reality is that TV isn’t going anywhere; it’s evolving and expanding its reach into new digital spaces.

TV as a trust-building creative force

Television has long been recognised as a powerful medium for building trust with audiences. According to Ashik Ashokan, Head of APAC Advisory at WARC, brands that cultivate strong trust through their advertising tend to see significant profit growth. This relationship is crucial as consumers are more likely to trust brands that utilise TV advertising due to its heavily regulated nature and wide reach. Trust is not just a feel-good factor; it directly correlates with profitability.

The power of emotional storytelling

One of television's standout features is its ability to convey stories and emotional messages effectively. Research by Peter Field indicates that emotional campaigns are 3.5 times more effective than rational ones^. This emotional resonance is vital for long-term brand loyalty and recall. TV excels at creating memorable content that engages viewers on an emotional level, which is essential for fostering lasting connections with consumers.

Emotional messaging not only enhances viewer engagement but also yields stronger long-term business effects. When brands use TV to deliver emotionally charged narratives, they boost the effectiveness of these campaigns significantly. Field's findings show that campaigns with emotional appeal can lead to greater brand recall and consumer loyalty over time.

Attention and recall: Key metrics for success

Television captures attention in a way that few other mediums can. It provides an immersive experience that increases recall among viewers. Studies reveal that exposure to TV ads leads to 44% more sales compared to ads not seen at all, underscoring the medium’s effectiveness in driving consumer behavior*. By integrating TV into their media mix, advertisers can enhance their return on investment (ROI) while achieving both short-term sales goals and long-term brand-building objectives.

The synergy of linear and streaming

The convergence of linear TV and streaming services presents a unique opportunity for advertisers. By utilising both platforms, brands can maximise their reach and impact. The combination allows for a more comprehensive approach to advertising, ensuring that messages resonate across diverse audience segments. This synergy not only enhances campaign effectiveness but also reinforces the notion that TV remains at the heart of effective advertising strategies.

Conclusion

In conclusion, while streaming services continue to grow in popularity, traditional television holds its ground as a vital component of the advertising ecosystem. Its ability to build trust, deliver compelling emotional narratives, capture attention, and enhance recall makes it an indispensable tool for marketers. As the landscape evolves, embracing both linear and streaming platforms will be essential for brands aiming to achieve sustained success in their advertising efforts. Ultimately, TV's unique strengths ensure it will remain a cornerstone of effective advertising strategies for years to come.

*Source: You Oughta Know: The advertising factors that increase sales, Video Advertising Bureau 2023
^Source: Why TV is still at the heart of effectiveness, Peter Field, 2023.

This article is sponsored by TVB.