Context or Demographic?

I keep having conversations with advertisers and agencies that reveal drastically reduced advertising spends on TV. Major brands. It’s happening and it appears to be happening in a pretty major way with the unscientific sample of brand advertisers.

As those dollars move online, advertisers have more choices. Here’s what I’m interested in watching as these dollars migrate:

will non-endemic advertisers (i.e. financial services companies on a golf program) that run their TV commercials with a specific type of programming continue this practice online?

Right now, most golf sites carry almost nothing but golf ads. Context trumps Demographic.  I doubt that the demographic profile of a golfer is significantly different online so this suggests that the advertisers of TV golf programming either don’t value the online equivalent or don’t value online as a branding platform.

Is this because advertisers on TV Golf (like financial services companies) aren’t branding? Or is it because they will brand on a different type of site?

1 Response to “Context or Demographic?”



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