The Asia-Pacific region will welcome over two billion digital video viewers by 2022. Video streaming has officially entered the mainstream, coinciding with increased use of social media worldwide. Meanwhile, the rise in the number of users watching video content on smartphones is fueling a fusion of mobile, TV and digital. These shifts in viewing habits have a huge impact on how brands can best reach their audience.
Unsurprisingly, these consumer behaviors are reflected in market growth: a Dentsu report predicts a 9.7% rise for the media and entertainment industry and an 8% increase in advertising spend in the Asia- Peaceful. Additionally, where a large majority of users (86%) will happily watch ad-supported content as long as it remains free, this presents a great opportunity for advertisers, publishers and agencies.
It’s nothing new that a multi-channel approach to advertising is critical to success and that each individual channel has its advantages and limitations. When it comes to TV and social advertising, we weighed the pros and cons of each for a comprehensive comparison:
Television gets high marks when it comes to:
Scope and scale
A captivating audience
But the TV needs to turn up the volume to:
Fortunately, advertisers don’t have to choose between TV advertising and social advertising. Both channels can and should work together to increase brand awareness and convert new customers. While the introduction of social media has improved the effectiveness of TV ads, paid social marketers need to make full use of TV to improve the performance of social ads.
In this eBook, Mediaocean determines why and how television and social networks form a powerful dynamic duo. This report explores the television and social landscape in the Asia-Pacific region, and ten tips for paid social marketers on how to drive engagement with television and social advertising.