Brand advertising is the most important investment a brand can make for its future growth, and television has long been the dominant advertising medium for brand building. Celebrated for its broad reach and effectiveness in establishing long-term brand loyalty and sales, the rapid decline of TV viewing is putting the future of brand advertising in crisis.
Brand advertisers now face a media landscape marked by audience fragmentation, walled garden opacity, shifting consumer habits, and intensified competition, with less attention to go around than ever before.
This paper explores these shifting dynamics and the implications for brands, while underscoring the importance of long-term brand advertising for sustained business growth. As TV declines and attention fragments, data shows that not all digital impressions are created equal. To be successful marketers will need to embrace new strategies to maintain relevance and brand performance in a digital-first world.