Just a few short decades ago, consumers had a limited selection of real-time information and entertainment sources to choose from; TV and radio – on a very finite number of channels and stations.
Consequently, for brands and retailers, gaining access to consumers was relatively straightforward. All they had to do was to identify the demographics of the audience viewing content on these finite sources and pay the TV and/or radio network to deliver targeted messaging — ads – against that content.
Then, as well as now, quality content has been one of the biggest challenges facing TV and radio networks. Since inception, these networks have competed for content to ensure they had an appropriate target audience that advertisers would pay to access.
For those who don’t remember, in the 1940’s and 1950’s consumer product companies (e.g. P&G, Colgate-Palmolive, etc.) even sponsored content – soap operas – to secure viewers for their advertising.
Today, consumer brands and retailers have virtually unlimited access to consumers. In addition to traditional TV and radio network programming, they can use social media, email, Internet-based advertising, and other paid and earned media alternatives to easily access consumers – and relatively inexpensively.Continue Reading …