A grim outlook for TV

It is not many weeks ago I read the article about TV being over the top, even when it comes to revenue growth. Nothing about this news shocks me, but I had at least thought that there would be possibilities of growth in revenue, something eMarketer does not see happening. What shocks me is the pace of the reduction in market share, and the available market. As a millennial – I get why people do not pay for TV, but the rate that they are expecting it to decline in, is huge. In 2022 it is expected that the TV ad spend market share is 24%, down from 38% in 2015. 14% in seven years.

And of course, there is no surprise that Digital marketing is the channel taking the shares. One of the ‘new’ big ad-platforms are the ones from online retailers like Amazon, which I am sure most marketers are somewhat familiar with. However, with the growth of e-Commerce among companies like Walmart and Costco - new marketing opportunities show up around the corner, and the earlier you are, the better. Leveraging new, cheap channels is a good way to penetrate the market at a low cost if you are an entrepreneur. For some it should be worth a try. One of the things I found when I worked with SEM was that Google – the biggest channel, was extremely expensive, but provided good results. However, if you are using high-traffic keywords, Microsoft Ads can be a viable solution, being 1/3 of the CPC.