Tom Kelleher Comments on Digital Media Impact on TV Advertising
Tom Kelleher, professor and chair of the University of Florida College of Journalism and Communications Advertising Department, was quoted in “Television Advertising is Getting More Personal” published in EContent Magazine Spring 2019 edition. The original article requires a subscription to view.
The article focuses on broadcast television and how digital media are having an impact on TV advertising.
“In the context of TV, it is important that advertisements are not seen as intrusive or disruptive to the viewing experience,” said Kelleher. “Ad intrusiveness affects attitudes toward the ad and the brand that eventually affects purchase intention. But there can also be ad avoidance and there are a lot of ways to do that now, including subscribing to services that allow you to skip advertisements entirely.”
Kelleher adds that there are a lot of data available on viewing habits and browsing history available to advertisers and that third-party data make more targeted personalization possible.
“TV is still very much mass communication,” Kelleher says. “Part of the trade-off for brands is that you get the scale and scope with TV to reach a ton of people in different demographic groups, and though the conversion funnel is harder to track, TV isn’t going away. People are still paying attention to it.”