The Math vs. The Myth

Time Spent Consuming

Take a look at this sucker.

It’s from a recent report from the Interactive Advertising Bureau, and it pretty much confirms what many of us have known all along.

That TV, far from being dead, is alive and well and kicking digital’s ass.

Really kicking digital’s ass.

It also rather debunks the theory that everyone and anyone is viewing everything and anything on a mobile device.

They patently aren’t. 

So here’s my question:

Why isn’t it a holy-shit topic of debate right now?

Call me crazy – and believe me, many have – but these figures seem to point to a vast misappropriation of focus in three significant markets. Is it too fanciful to suggest that our industry take them just a little seriously?

Maybe rethink an assumption or two? Perhaps take a closer look at the current ROI on digital platforms? Maybe dump the latest media buy and initiate a reallocation of marketing dollars?

At least call a meeting about it.

Yeah, not going to happen.

This report, like those that have come before it, will be avoided like the plague. In a mind-boggling display of counterintuition, brands will continue to pour vast sums of money into digital platforms.

It’s not difficult to see why.

To accept these numbers you’d first have to admit you might have been duped. Or at the least acknowledge that you’d got it very wrong.  

And to act on them, well, that would mean flying in the face of received wisdom, and it’s a brave marketing chief or agency head that’s going to do that.

But someone will eventually.

And when that happens, the game will be up.

The day digital platforms are judged on their numbers will be the day they’re recognized for what they really are: a developing channel that’s currently delivering modest results.

The math will have prevailed over myth.

By the way, the IAB’s study has affected one immediate change:

TV’s last rites have been canceled indefinitely.

Read more on the IAB study here https://bit.ly/2DYNjC9

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