Shiv Singh, the global head of digital for PepsiCo Beverages, discussed on an external blog that there will be three major changes in the digital advertising world – (1) The value placed on advertisements will change with the account for engagement, (2) the methodology of the advertisements will be redesigned, (3) and the location-aware technologies will imply a higher degree of consumer engagement.

Television Ad’s are considered an above-the-line promotion, and has been going for the last 30 years, and still remains effective in-terms of providing promotion and brand awareness. Traditionally, TV ad’s focused on “pushing” their messages towards customers, where as now, Companies take advantage in this shift in digital platform where they can attract or other wise “pull” their costumer towards their message.

From a marketing prospective, as long as the digital media progresses, companies can fully utilize this change in digital media to formulate a “corporate” type of advertising as it promotes it’s overall image, story, and culture. As such, it will gain the engagement, and interaction from the customer, drawing their attention benefiting the company’s brand as a whole, significantly.

Citations

Singh, Shiv. “TV Ads’ New Digital Role.” Harvard Business Review. 10 Nov. 2011. Web. 25 Nov. 2011. <http://blogs.hbr.org/cs/2011/11/the_new_role_of_television_adv.html>.