Almost all the big names in the 22nd Ad Congress believe in its theme “Change the Game” or “Game Change.” Based on the speeches of the speakers (Manny Pangilinan of TV5, Filipe Gozon of GMA7 & Gabby Lopez) from the three largest TV networks in the Philippines, all of them mentioned the “internet” which is not surprising.
Video References: Top TV Network Chiefs Speak at Ad Congress
Aside from TV, let's also check the other traditional media, beginning with print. The U.S. newspaper industry is suffering. Advertising revenues are going down, while readership habits have changed as consumers turn to the Internet for free news and information. Between 2008 and early 2010, eight major newspaper chains declared bankruptcy, several big city papers shut down, and many laid off reporters and editors, imposed pay reductions, cut the size of the physical newspaper, or turned to Web-only publication. Newspaper publishers in 2010 have seen some improvement in financial conditions, with many reporting higher profits, but the industry has not yet turned the corner. Advertising dollars are still declining and newspapers have not found a stable revenue source to replace them.
Comment: Not to mention the paper free environment that could be a campaign later on when we experience losing many trees that will absolutely affect our nature. Call centers nowadays are practicing the paper free environment. Check some issues about paper wastes.
- Paper Consumption
- The U.S. Newspaper Industry in Transition
- Free Newspaper, A Waste of Resource?
Not only because of the internet issue that the Newpaper or Print media will decline but also for the reason of producing so much paper and yet is not being read by its target market.
Another traditional medium is the radio. According to Peter A. Musngi’s (of ABS-CBN) interview on YouTube, radio is starting to get less and less audience share in the urban areas especially the youth. A lot of young people now have more choices in terms of what medium they wanted to choose. Radio is not in their top of the least. Radio jocks nowadays make more interaction with the audience using their language done in the internet. On the other side, Val Victa (a former VP for Ads & Promo with MBC) said (based on our conversation), that radio is dying industry.
Comment: Maybe because of the declining recording companies for the reason of downloading number of songs in the internet or it could also be the new technologies that are considered alternatives to radio. Unlike before, people listen to radio in homes, in walkmans, in public places, in motor vehicles; but no longer today. Life is dynamic. Let’s check the internet; the top 10 most visited websites in 2011 are the following:
4. You Tube
10. Windows Live (MSN)
Reference: Top 10 Most Visited Websites of 2011
If You Tube is top number 4, then people will not stay long listening to an internet radio. Why? Can you listen to radio and watch You Tube at the same time? Radio here can survive if it will link and connect to a new medium. Let’s figure it out later on.
Now going back to TV, can the internet bring them to danger? If TV admits that there is a need of “Game Changer;” then they are starting to kill their industry. Game Changer here could be refraining from investing or putting so much money on TV spot spending. It could be the beginning of losing the role of ad agencies and media buyers. This issue will decrease their income because TV is their highest source of revenues. Just imagine one big advertiser starts cutting down its budget of Php100,000,000 for their simple TV campaign. Later, others follow. What do you think will happen to the industry if the commission of ad agencies and media buyers will later decline and lose its value? What would be their alternatives? Can internet help the Ad Agencies/Media Buyers in bringing back or increase their income? Basically, the internet has all the stats to know and see where the ads are going. Placing ads are justified with its stats. Meaning, they don’t need an Ad Agency/Media Buyer to do the buying of online ad spaces for them. All they need to have are their marketing, ads & promo teams. Besides, the internet is a non-traditional advertising. Only traditional ones (TV, Radio & Print) are being taken cared by Ad Agencies and Media Buyers. Internet is not really that expensive. Ad investment will now have value compared to the trads. Now advertisers can go directly to the internet and start buying ad spaces. Once this happens, TV networks will lose also its budget for their celebrities. Will advertisers support the TV even they know that the values of buying spots are depreciating while the internet ads are appreciating?
This will be a new way that will create a better BRAND ACTIVATION strategy. They need to know more about the theory, practice, and effectiveness of this new medium. It’s not going to be their best friend but could be their only friend, here I propose, NARROWCASTING (the process of disseminating messages and information) using CADIO devices and systems. This is the real “Game Change.”