Bob Liodice, president of the Association of National Advertisers, tells the TVB Forward audience that “while a long time ago we may have said TV is dead, I truly believe that TV is not only alive and well but also flourishing at a very exciting pace. Without TV, it’s so difficult to get a brand viral, to get a brand mainstream.”
Despite the buzz about new media, television is apparently still advertisers’ ticket to success, at least according to one expert.
“The entire TV industry, in my opinion, is being reenergized and restructured,” said Bob Liodice, president-CEO of the Association of National Advertisers. “I personally think that this platform is the growth medium of the future.”
Speaking at the TVB Forward Conference held Wednesday in New York, Liodice said TV is a critical component of an advertising campaign — even one that aspires to take on a digital life of its own.
“TV is a brand builder,” he said. “Without TV, it’s so difficult to get a brand viral, to get a brand mainstream.”
In turn, TV is an important “headstone” for integrated marketing campaigns, as advertisers are increasingly embracing plans that capitalize on TV for cross-platform campaigns, Liodice said. “TV in combination with other media is a very, very powerful combination.”
In addition, he said, TV offers opportunities that other media don’t, he said. The ability to time- and place-shift ads is one of those advantages. So is the ability to bring video to smartphones and implement a “full-screen strategy” that uses TV, the Internet and mobile.
“That is not to say we don’t have issues with television,” such as the cost of spot ads, Liodice said. “But the reality is the advantages significantly outweigh what is perceived to be the disadvantages. While a long time ago we may have said TV is dead, I truly believe that TV is not only alive and well but also flourishing at a very exciting pace.”