TV is not dead. TV is simply no longer able to generate memorable high-reach moments.
The prime-time shows everyone sees, the scenes or game-plays everyone is talking about, the conversation starters for offices’ coffee machines and water-coolers all around the country.
That’s my interpretation of “TV is dead.”
And sadly, with the growth of streaming platforms, the TV channel as we know it won’t recover the lost glory. Not because it can’t, but because our attention is drawn to our other devices and a billion other places.
But who else than TikTok to turn this insight into a great campaign. I adore this recent ad as it captures precisely what marketers are missing today.
In a funny twist of play, the virtual water-cooler conversations are back, triggered by a social platform advertising an influencer on a TV – somewhere.
Welcome to 2021!