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What Advertising and Marketing New Hires Need to Know: A TV Industry Primer

January 9th, 2020   ||    by Callie Wheeler

You made it: among all the hopeful marketing new hires that submitted resumes, were interviewed, waited impatiently for a call, you got the job. You may be joining an agency, a B2B organization, or maybe even a well-known consumer brand.

Regardless of where your job is, today’s marketing and advertising professionals working with or adjacent to the television industry may feel overwhelmed at the prospect of understanding it. Here are the key topics you need to understand before your first day on the job.

Tech and Other Advancements

Just like every other industry, television continues to evolve thanks to advances in technology, and that doesn’t just mean 4K or curved screens. Advertising tech pushes brands and broadcasters to new ground, with improvements every year in audience targeting, ROI measurement, and more.

A recent example of major change in the industry is the Television Bureau of Advertising’s push to move from ratings-based to impression-based measurements. This may not seem like much, but as you become more familiar with the industry, you’ll realize a shift like this is a response to changing audience habits and a need for better measurement. Audiences are watching just as much TV as they always have, but time-shifted viewing and streaming call for a new way to capture engagement. (self-serving note: Videa launched supporting both impression and ratings-based measurement)

Creativity Changes in Step

Just as measurement changes with advancements, creativity in the TV advertising industry is, too. Many of the changes hinge on the relationship of creative to content. Netflix’s third season of Stranger Things brought in $15 million in product placements, according to the American Marketing Association. Between attempts at authentic product placement and collaborations between products and programs—think Bud Light’s Game of Thrones Super Bowl ad—today’s viewers expect polished, thoughtful creative from brands.

Look Ahead and Up

You may be looking for advice for marketing new hires, but it’s never too early to aim high. Concern yourself with what matters to your boss, and even their boss. Understanding the industry isn’t limited to advertising or television itself, but can mean grasping the larger picture of how marketing and advertising interact with your organization’s overall vision, profitability, and strategy.

Yearly primers for CMOs, like this one from Ad Age, provide a glimpse into what leaders in the field are thinking about and preparing for. Reading up can help you provide value to your entire team.

Keep Learning

Ultimately, you’ll never stop learning. What’s challenging to you today will be old hat in no time, but especially in the television industry, there is always something new to learn. While these are the key topics for advertising and marketing new hires today, the industry won’t stand still. Staying informed will serve you well, and now, as you’re starting out, is a great time to learn that lesson.

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