Isn’t it always so fascinating how perception can be vastly different than reality? This happens in our lives quite often, what we perceive to be the truth turns out to be only our preconceived assumptions. And many of those times, our suppositions aren’t even rooted in facts, just feelings. We have all heard the saying, perception is reality, but in the world of marketing, fact-less based perceptions can leave your pockets empty and your ads worthless.
The perception goes that young people are lazy, consumed by television, spending countless hours, melting into the couch, watching mindless entertainment. Interestingly enough, however, that is far from being the case. In fact, The Nielsen Total Audience Report data shows that young people are watching less and less traditional television at alarming rates. In a five-year span, 18-24 year olds are watching nearly 38% less television. Not only that, but the declining appeal of television actually extends from people ages 12 up to 64. The only people watching more tv within the same span are those 65 and older, and that’s just by 1 percent.
In 2016, consumers have a multitude of ways to indulge in entertainment. Multiple devices, like cell phones and tablets, are used commonly to stream clips and tv shows. Laptops are used in conjunction with steaming services, like Netflix, Hulu, and HBO Go, to watch full episodes of uninterrupted content. With consumers having a host of viewing options, it is imperative to have the right advertising team to work with.
In the olden days, you could get by hiring bad actors, putting together a cheesy ad with a goofy jingle on TV and pushing mattresses out of a warehouse. It’s not that simple anymore. There is nothing worse than having an ad campaign that is ineffective, time consuming and a poor representation of your brand. The key to having your brand stand out amongst the competition is to have the right people guiding you through the latest trends, reaching the best audiences, and helping you comprise the most effective marketing approaches.
