Did DVRs, YouTube, and streaming kill the TV ad?
The purpose of advertising is to catch a viewer’s attention. It’s not to say that advertising on TV is dead entirely, but gone are the days that you can use it as the sole source of brand recognition. DVRs, streaming, and YouTube (2nd largest search engine in the World) have taken a substantial amount of market share from live TV, in particular the younger audience.
Having said that, it’s important to take a look at other forms of advertising (e.g., YouTube bumper ads, re-targeting, SEO, Facebooks ads) where consumers’ eyes now reside on a regular basis. I’m a big fan of multi-channel marketing; that is, having multiple methods of acquiring attention. The fact is, it’s all traffic arbitrage; marketers are selling access to users’ eyeballs, essentially.
If you’ve been investing in TV for years, it may be time to consider alternatives. This doesn’t mean that TV can’t remain a vital part of your law firm marketing toolkit, but the days in which it is the only tool are long gone and not coming back.