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The Future. While the global linear TV ad spend is projected to reach $196 billion in 2023, its ROI is underwhelming, even for household-name brands. If companies want to leverage TV audiences to grow sales, they might borrow a tactic from the creator economy and insert affiliate codes into their TV campaigns.
An outdated model
Because media consumption habits gravitate toward streaming, people are more inclined to tune out ads when watching cable TV.
- Two-thirds of brands fail to see any meaningful impact on their TV ad spending.
- The median TV advertising elasticity is 0.1% — in other words, companies have to double their ad spend to increase sales by 1%.
A potential fix
Unlike linear TV campaigns, digital ads provide information about who clicks through and who converts. Marketers need this engagement data to see which campaigns work and which don’t and determine what resonates most with consumers.
With affiliate codes, TV advertisers could potentially gain a better understanding of their audiences and adjust campaigns without waiting for sales figures or Nielsen metrics.
Sometimes, the most innovative ideas begin as crazy ones…
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