One of the notable things about the media’s collapsing business model is how television has suffered nowhere near the same downturn in advertising revenues as the other channels.
This has been baffling for many of us pundits so a series of interviews I’m doing with media executives on digital disruption was a good opportunity to discuss why television is holding the line where print has dismally failed.
While the executive has to remain anonymous at the moment, the series is for a private client, their view on why television has so far avoided the advertising abyss is simple – accountability.
We have something, as do my friends at other media companies, that YouTube and Facebook don’t have which is we create quality content. What will differentiate us is we have premium, locally produced content that is one hundred percent brand safe and one hundred percent viewable and, most importantly, is independently measured by third parties.
My view is that advertisers in that environment is a much more powerful experience than advertising in Facebook or YouTube
While many of us may laugh at Australian commercial TV being described as ‘quality’, it does appeal to audiences far bigger than the typical YouTube channel or Facebook Live stream.
The advertising industry’s established systems also, unsurprisingly, work for the television industry in giving the sector accountability that the online services lack in a world where ‘click fraud’ – software tricks to report false web impressions – is rampant.
Even more importantly for the new media giants is the ‘brand safe’ message being pushed by the incumbents. The advertising crisis for Google is real and the established players intend to exploit it.
While the TV executive is pushing their own product, it’s clear the fight for advertising and marketing dollars is far from over.