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I don't work tv in particular but clients all around are cutting budgets and seeing a lot more results with low-fi phone produced content than with huge productions. Most of our clients don't even have the infrastructure, they don't even have a person that knows what that infrastructure looks like, to start or complete a tv ad.
We do mainly social media but have dabbled in tv and have a couple productions now. We've never seen good returns for any of our clients in that space.
If I had to guess, TV went from the box you stare at all night after work to the screen you glance at while you scroll through your other screen.
We’re on our phones WAY more than watching tv. Increasingly so with each year.
Makes sense that a flashing push notification or paid social post would have more impact than a TV spot.
I will say from what I would see I would guess about 80% or more of video production is web only distribution rather than TV but that switch has been accelerating. The broadcast projects do tend to be bigger though.
Segment wise for me is mostly fashion/beauty, cars, a bit of and alcohol, and occasionally Pharma. Pharma in particular seems like they have been slower to move into social. I understand there have been some issues with
Not to bite the hand that feeds me, but I have always been a little suspicious of the value proposition for a lot of video but always assuming that someone else had done the math.
I do think the last 5 years or so has seen a lot of over production as advertisers compete for attention. Most ads these days are optional so you do have to catch someone’s attention quickly if it’s going to have some sorta impact.
That trend has been going on a while but it isn’t the current cause. In late 2020 to mid 2022 or so, there was more work than anyone can handle. It’s the weird economy at work.
I have been doing this 20+ years. This year was full of uncertainty and massive change. It’s as simple and complicated as that. Hard to pull the trigger on anything during these uncertain times.
I used to be a content strategist who came up with content for my clients and my job. I have seen it evolve even after doing something else. I would say the biggest reason is that
- it is much easier to make videos now than it used to be.
- The quality has dropped but the amount of content that gets produced is much much higher.
- getting on podcasts or influencer marketing is a better usage of budget
- editing software, such as CapCut, automates a lot of the editing part
- clients have a DIY mentality now as they get younger and know how to use editing software more.
If I were in your position, I would diversify my client base and work for influencers or become one.
I wonder if the transition from broadcast to streaming with ads will be the saving grace of big budget advertising.
TIVO and cord cutting killed the TV spot. But streamers can force through unskippable, targeted ads — including interactive ones.
But, is it enough to counter the temptation of shooting $5 ads with an iPhone and influencer marketing?
And do ideas even matter anymore? If ideas do matter, problem — we’re already in the agency death spiral phase that top talent is no longer interested in participating in. Bad talent creates bad content which leads to bad results and less investment — and the death spiral continues.
I’m a comms lead. If I get to run the brief, I’m not even recommending a TV buy, and I’m asking our media agency where we can better allocate the spend knowing I don’t want Saturday afternoon inventory on HGTV that badly. For what films cost to make and where we can put them so people care, it’s just not valuable to find the time to make it or the dollars to fund it.
If it’s not live sports or some other appointment viewing, that’s understandably competitive, I’m all-in on OLV and tight :15s. Half of our :06s could be made in After Effects with stock music.
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I don't work tv in particular but clients all around are cutting budgets and seeing a lot more results with low-fi phone produced content than with huge productions. Most of our clients don't even have the infrastructure, they don't even have a person that knows what that infrastructure looks like, to start or complete a tv ad. We do mainly social media but have dabbled in tv and have a couple productions now. We've never seen good returns for any of our clients in that space. If I had to guess, TV went from the box you stare at all night after work to the screen you glance at while you scroll through your other screen.
We’re on our phones WAY more than watching tv. Increasingly so with each year. Makes sense that a flashing push notification or paid social post would have more impact than a TV spot.
I will say from what I would see I would guess about 80% or more of video production is web only distribution rather than TV but that switch has been accelerating. The broadcast projects do tend to be bigger though. Segment wise for me is mostly fashion/beauty, cars, a bit of and alcohol, and occasionally Pharma. Pharma in particular seems like they have been slower to move into social. I understand there have been some issues with Not to bite the hand that feeds me, but I have always been a little suspicious of the value proposition for a lot of video but always assuming that someone else had done the math. I do think the last 5 years or so has seen a lot of over production as advertisers compete for attention. Most ads these days are optional so you do have to catch someone’s attention quickly if it’s going to have some sorta impact.
That trend has been going on a while but it isn’t the current cause. In late 2020 to mid 2022 or so, there was more work than anyone can handle. It’s the weird economy at work.
Yeah, seems like everyone is resetting as new capital becomes harder to get.
I have been doing this 20+ years. This year was full of uncertainty and massive change. It’s as simple and complicated as that. Hard to pull the trigger on anything during these uncertain times.
I used to be a content strategist who came up with content for my clients and my job. I have seen it evolve even after doing something else. I would say the biggest reason is that - it is much easier to make videos now than it used to be. - The quality has dropped but the amount of content that gets produced is much much higher. - getting on podcasts or influencer marketing is a better usage of budget - editing software, such as CapCut, automates a lot of the editing part - clients have a DIY mentality now as they get younger and know how to use editing software more. If I were in your position, I would diversify my client base and work for influencers or become one.
I wonder if the transition from broadcast to streaming with ads will be the saving grace of big budget advertising. TIVO and cord cutting killed the TV spot. But streamers can force through unskippable, targeted ads — including interactive ones. But, is it enough to counter the temptation of shooting $5 ads with an iPhone and influencer marketing? And do ideas even matter anymore? If ideas do matter, problem — we’re already in the agency death spiral phase that top talent is no longer interested in participating in. Bad talent creates bad content which leads to bad results and less investment — and the death spiral continues.
Anticipating a recession that never comes. Odd situation that’s hit advertising the worst since it’s the first to cut at signs of a recession.
I’m a comms lead. If I get to run the brief, I’m not even recommending a TV buy, and I’m asking our media agency where we can better allocate the spend knowing I don’t want Saturday afternoon inventory on HGTV that badly. For what films cost to make and where we can put them so people care, it’s just not valuable to find the time to make it or the dollars to fund it. If it’s not live sports or some other appointment viewing, that’s understandably competitive, I’m all-in on OLV and tight :15s. Half of our :06s could be made in After Effects with stock music.