Each year GroupM publishes its overview and speculations on the state of digital marketing and its implications for advertisers. This year’s report – Interaction 2017 predicts that in 2017 digital’s share of ad investment in the developing world will at last have caught up with the developed world, to around 33%.
10 countries have already witnessed digital overtake TV, with a further five expected in 2017, two from APAC; France, Germany, Ireland, Hong Kong and Taiwan.
In 2017 it’s challenging to discriminate digital marketing from all marketing. Consumers barely separate their digital and analog lives; little media is published in only analog form and enterprises infuse digital processes into every aspect of their organisations.
However, it’s probably true to say that marketing strategy and marketing services remain more siloed than consumer behaviour, and equally true that marketing and sales organisations remain more separated than they should be given the collapse of the purchase funnel.
What if Google invested in eye tracking technology free on every TV?
They could do it in partnership with TV manufacturers, and under the auspices of measuring smart TV (read YouTube viewing on TV).
How quickly would this disrupt the TV advertising industry by exposing the TV GRP. People just aren’t watching commercials, we would conclusively discover.
The clear winner in the budget switch that ensues, must surely be Digital channels. And Google the biggest beneficiary.
Now we’re no Google fans here at DIA, mainly because of the conflicting positions they take in the industry on buying, selling, delivery and measurement – yes that’s right, if you use DoubleClick or Google Analytics you trust the same people who deliver your advertising to tell you whether it works or not. Similar conflict for publishers and marketers. But Google has to be admired for the work they have done in simplifying and driving our industry forward.
Investing in a system that could bring down TV might just be the simplest and smartest move it could ever make. And the best for our industry.
Could Google kill the TV star?