The 3 Screens of Marketing – Will Soon Be 2


The first television advertisement was broadcasted in the United States on July 1, 1941. The watchmaker Bulova paid $9 for a placement on New York station WNBT before a baseball game between the Brooklyn Dodgers and Philadelphia Phillies. At least that’s what Wikipedia shows. Not always the most reliable source. None the less, For 70 years or so businesses have been attempting to reach their target audience through television advertising. Now, at least in the last few decades, TV has been met with less expensive better engaging competition. Computers and Mobile devices are now influencing consumers more and more. TV is still getting the greater portion of advertising dollars. However, as TV’s and computers continue to go through the integration evolution, we are going to probably see one of the screens of marketing drop off. You will now have TV’s integrated with Computers, which is called Internet Television, and then of course Mobile devices. There are already internet ready televisions on the market.

How does this affected digital marketing?

With the invention of Digital Video Recorders (DVR’s) people can now choose whether they want to watch a TV ad or not. This means that no matter how much you pay for a TV ad, doesn’t mean it’s going to be seen by your desired audience. That is unless it’s the Super Bowl. :-) Computer and mobile devices face the same challenges. You can almost always choose whether or not you want to see or click on an ad. The benefit to advertising online though is how quickly you can engage with someone. With a simple click or two, a user can engage with a business on multiple levels. They don’t have to watch an ad and then run to a store or a computer to buy. They are already in a position to buy. Which is why internet television is going to be come screen 1. Mobile devices will be screen 2. There will probably no longer be a 3rd screen to marketing. That is unless the hologram television comes out. :)

For most businesses, television advertising is not possible. They just don’t have the budgets for it. But with Internet Televisions, companies will have more opportunities to engage with their audience when they are watching their favorite TV programs. Costs will be lower and targeting will be more direct. It will also make tracking user behavior a whole lot easier. We can track online engagement-to-purchase behavior pretty well. It’s much harder to track television engagement-to-purchase behavior. However when these two screens are more widely integrated, it will make our lives as marketers much easier. It will also make it much easier and cost effective for the smaller businesses to engage in “TV” advertising.

So companies just need to have a little patience and know that eventually you’ll be able to play with the big boys and get in front of your audience just as effectively as they can. As technology evolves, the 3 screens of marketing will eventually become 2. At least in my opinion.