Sunday, 9 January 2011

This Industry Is Big Enough For The Both Of Them

As I come to the end of my placement in MEC's digital department I feel the time spent has been extremely beneficial and I have got to grips with one of the newest and most unpredictable media platforms. Although the knowledge I have gained has barely reached the tip of the iceberg, I have left feeling excited about my future work in media agencies.

One thing I am certain and have been consistently reminded during my time in digital is that it is the future and it is an exciting department to work in. However I can't help but question the strength of digital as a sole media platform. I don't doubt online's extensive potential however a new advert for retailer Tesco came to my attention.
This was a TV ad for Tesco's grocery shopping app (please watch the below):
Tesco is the first high street supermarket with a full digital strategy however it is interesting how much it relies on traditional media such as TV to advertise and promote it. There have been countless predictions and statements that the digital space is soon to overtake traditional media.
Although more and more consumers are buying into digital technology and spending increasingly more of their time online, one thing remains constant - TV is still trusted in penetrating a mass audience especially since it is at a time when people are relaxed in their home environment. In comparison consumers face digital advertising every time they carry out daily tasks such as online banking, email, online shopping, gambling sites, social networking, gaming, researching and much more. Thus my point is that most people are online for a certain reason other than to relax and so are maybe less likely to take notice of ads. It is all very well for a brand to have digital services but in order for these services to be used and appreciated, traditional means of creating awareness play a key role in their success. This is why I believe digital advertising will never be superior to TV, maybe not for another 10 years at least.

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