Television advertising has undergone significant transformations in recent years, especially with the advent of Connected TV (CTV). From traditional television to digital platforms, the way we consume content has changed drastically.

However, with this shift come new challenges for advertisers, who must adapt to an approach that focuses more on content quality and less on excessive segmentation based on preferences or buying mechanisms.

Back to Basics: Quality and Audiences

In an increasingly fragmented advertising landscape, advertisers must remember the core principles of TV campaigns: reaching a mass audience and building truly solid brands. While technology continues to advance, and we must leverage it to engage our target audience and that of our clients in more innovative and creative ways, it is crucial that ads remain relevant and that content quality takes priority.

This is the time for advertisers to return to the basics and not become obsessed with complex buying mechanisms, but to focus on offering valuable content that attracts audiences and builds trustworthy brands.

Fragmentation of Connected TV

The arrival of Connected TV (CTV) has created an artificial separation between "traditional" television and CTV, further fragmenting the mass media landscape. Although CTV platforms and traditional television offer similar types of content, technological advances and innovation in digital tools have enabled greater audience segmentation and personalization, which may lead to a disconnect between the two worlds. It’s time for the industry to leave this division behind, which has been growing in recent years, and despite technological advances, with innovative tools that allow us to connect more creatively and segmentedly with consumers, return to the essentials: creating a coherent experience focused on quality content that allows reaching broad audiences, strengthening trust in brands, and keeping the focus on what really matters: offering valuable content that authentically connects with the audience, generates great visibility, and positions brands in a genuine and lasting way.

This new fragmentation between connected and traditional TV has only made it more difficult to provide a coherent and effective experience for audiences, failing to take advantage of the mass reach that television has always had, regardless of format or platform.

Instead of focusing on technological divisions, brands should focus on offering an integrated TV experience that combines the best of both traditional television and the advantages of CTV. This will not only allow them to reach wider audiences, but also build brands that are seen as trustworthy and authentic, staying relevant in a saturated market while strengthening the relationship between advertisers and consumers in an environment where content quality and authenticity are more valued than ever.

Identifiers: An Obstacle to Real Connectivity

One of the biggest issues with the current evolution of TV advertising has been advertisers' obsession with identifiers and hyper-detailed segmentation. While advancements in technology have allowed for unprecedented ad personalization, with data and personalization being crucial tools for understanding consumer behavior and delivering more precise and effective advertising to each audience, we must not forget that viewers do not choose how to watch TV based solely on the compatibility of technological identifiers, such as geolocation data, MAC addresses, or device identifiers.

In reality, television consumption remains a matter of personal preference and how people choose to enjoy content, whether on traditional television, streaming platforms, or other connected devices. These decisions are not exclusively driven by the segmentation enabled by identifiers, but by a series of more complex emotional and contextual factors that cannot always be predicted by algorithms. Therefore, brands must shift their focus, placing less emphasis on buying mechanisms based solely on data segmentation, and more on creating a comprehensive experience for the viewer, integrating both personalization and content quality, ensuring that, beyond data and technology, the emotional and cultural relevance of the content is maintained.

It’s essential that advertisers recognize that TV is ultimately about connecting with audiences in a meaningful way, not just showing ads on specific platforms or devices, and focus more on the overall viewer experience.

Platform Integration: The Synergy Between Traditional and Digital TV

One of the most important lessons from the current advertising landscape is that both traditional and digital TV campaigns must work together to maximize their effectiveness. TV platforms, streaming services, and other digital platforms like YouTube should be integrated coherently into the media plan to ensure that the message reaches the broadest possible audience.

This integration not only facilitates the expansion of reach but also gives advertisers the opportunity to measure the impact of their campaigns more accurately, using metrics that span both linear and digital TV. YouTube's popularity has proven that digital platforms are a fundamental part of modern TV campaigns. However, despite its enormous success, YouTube does not always meet the traditional standards of television, especially in terms of content and format. This poses a challenge for advertisers, who must ensure that the content distributed through digital platforms maintains the quality that characterizes conventional television.

The key is to select high-quality content that can offer a consistent and coherent experience for the viewer, regardless of the platform through which it is consumed. By appropriately integrating these platforms, advertisers can not only reach a wider audience but also ensure that their message is conveyed effectively and aligned with the brand’s values.

Moreover, this integration allows advertisers not only to expand their reach but also to optimize their campaigns, adapting to audience preferences and maximizing return on investment. This creates a more complete and effective advertising experience that not only attracts a diverse audience but also ensures message consistency across different media.

Conclusion

Television advertising has evolved and will continue to evolve significantly in the coming years, but to make the most of the opportunities that TV advertising offers, brands must focus on creating quality, relevant, and creative content, rather than merely fragmenting platforms. Such an approach will not only guarantee mass reach but also help build stronger brands in the long term, better positioned to maintain their relevance in an increasingly competitive market.

Are you ready to take the next step in the evolution of your clients' TV campaigns? We can help you adapt your approach and ensure a coherent, high-quality strategy in TV advertising.