The Law of Conservation of Energy states ‘Energy cannot be created or destroyed, it can only change from one form to another,’ the same holds true for TV:
Demand for TV and video content is not diminishing –it’s simply changing form. Smart marketers know the most effective video media buying embraces an “agnostic” view of content across platforms. Take, for instance GoDaddy.com, an undeniably digital brand. GoDaddy.com sells digital products and domains worldwide, but embraces TV reach as part of its global growth strategy.
For any modern brand, a digital video strategy is essential. And while digital video wins for precise targeting at lower budgets, provides rich engagement data, mass consideration and brand awareness goals may demand TV.
Strategy, at its best, should be audience-led. The same stands for video.
As an independent media buying agency, we carry no baggage of entrenched upfront commitments to “sell-through” to clients. Criterion Global delivers the best strategy for its clients. Multichannel approaches to video that pair the precision of digital video media buying, with TV’s reach and affordability at scale often leads to the best client outcomes.