The Tech Firms Changing TV Advertising in 2018
David Price is a Board Director at TCS Media, a Top 25 independent media planning and buying agency.
David Price
Bringing 25 years’ of experience to the role, David oversees the day-to-day running of the business, as well as directing a number of TCS’ key client account groups, which include clients such as Laura Ashley, Fired Earth and AGA Rangemaster.
David and the team’s expertise has enabled them to guide TCS to the envious position of boasting a client retention span that is 3 years longer than the industry average. He may highlight TCS’ independence as key to that as it allows the company to remain completely media ‘neutral’ – planning and buying the best schedule against their clients’ briefs rather than via an agency deal route.
David’s impressive resume indicates that this is someone at the top of their game in the media industry. Well placed to answer our questions, we’re delighted to welcome David as the first interviewee on The Living Room Blog.
Within the exclusive interview, we gather David’s thoughts on the state of the industry, the impact of digital media and what the future holds for the industry.
1. What inspired you to get into the world of media?
I entered the world of media by complete accident. Fresh out of school, no university, as this was the time of Tebbit and his “get on your bike and look for work” mantra, an interview beckoned for a voucher clerk vacancy, which I was lucky enough to get. What I hadn’t realised was that I was now working for the largest regional full-service advertising network at the time, Rex Stewart Group. The rest, as they say, is history…
2. How is the digital world changing the way in which brands are marketed?
There are obviously now a myriad of ways for brands to reach and engage consumers, with the ultimate aim of eliciting a sale. Consumers really are the ‘gatekeepers’ of what they view, when and on what terms and the days of “broadcasting” one-dimensional messages are over. The successful brands are adapting to the psychology of consumers in the digital world, delivering relevant, tailored messaging to audiences when they are most receptive.
3. Is TV still the most powerful medium despite the rise of digital media?
Yes, despite all the ‘digital noise’ out there; we still spend the most amount of time sat in front of the box. TV offers advertisers stature, kudos and the ability to buy mass or niche audiences. There are now more affordable options making TV viable to brands who have previously thought the medium was out of bounds.
4. Other than TV, what other key channels can advertisers utilise to most effectively market their brands?
We are seeing really strong results with a combination of TV and various online formats; this mix is a formidable driver of awareness, cut through and deeper engagement with brands. The two complement each other perfectly with airtime helping drive online searches and online enhancing and extending campaign reach at an affordable cost.
Having said that, it would be wrong of me to put one medium ahead of another without understanding what the business and marketing objectives of the client are. There are still many media channels, not just TV and online, for advertisers to consider using to best market their products. Our job at TCS is to guide clients through this maze and advise on the most appropriate and affordable routes to market. Each medium is evaluated on its own merits, its potential role with the comms mix and if it can help meet the client’s objectives.
5. What have been the most influential changes to the marketing industry in recent times?
The most influential change has to be the phenomenal rise of the internet in the last 20 years. Surely no single media channel has had such an incredible impact? Good and bad, on society and markets in general, in a relatively short time frame.
The internet has seeped into our daily existence and we now, rather frighteningly, rely heavily on it in so many ways, both professionally and on a personal level. It’s created the platforms to hook into our thirst for knowledge, entertainment and social interaction in this world of ‘short term fixes’ we now live in.
It’s given marketers access to potential customers who are difficult to reach through other media channels, but, perversely, made it harder to elicit engagement by pushing out ineffective communications.
6. What changes can we expect to see in the marketing industry in the next 5 years?
Staying with the internet, resolving the issue of Ad Blocking is crucial to its continued growth and use. Marketers and their agency’s need to produce content which consumers desire and want to be targeted and engage with. It’s no good coming up with tech solutions which circumvent the blocking tools, the root cause needs to be understood and addressed.
7. Which marketers over the last 10 years have made the biggest impact on the industry?
From a personal point of view, Mark Price, former Deputy Chairman of the John Lewis Partnership and Managing Director of Waitrose. He contributed so much to their business and when faced with attacks via price wars from other, cheaper supermarkets, still found ways to compete and retain the Waitrose stamp of quality. I also had the privilege of presenting to him once and he has the same surname as me, so can’t be a bad choice!
8. What are your favourite TV adverts and why?
I’d have to choose between the original Carling Black Label or Carlsberg commercials. The one I’m going for is the Carling ‘Cowboy’ ad from the mid to late 80s, showing my age now!
It’s the one which starts off in the Wild West, then rather cleverly moves through to a finish in a typical London pub via romcom and supermarket style scenarios. It was a superb piece of communication and brilliantly executed. I seem to remember the three or four treatments were shown as stand alones, before being brought together in one single, 90 second grand finale commercial. Still outstanding!
9. What are the most important things for advertisers to consider when implementing a new marketing strategy?
For me, it doesn’t matter which era we are living in, the principles remain the same. You have to have a product which consumers are willing to buy and you have to reach them using the most effective channels, at the right time and at the right price.
10. Outside of work how do you like to unwind and relax?
I’m happily married with 3 kids, so coming home after a hard days graft and catching up is always good and keeps me in touch with real life.
Not sure if following Bristol Rovers constitutes unwinding or relaxing, but life is pretty interesting being a fan.
Since I can remember, I’ve always ridden a bicycle which continues to this very day and I can occasionally be seen around the local hostelries in the Epsom area gigging with my Dads band, playing classic RnB stuff.
Anything to add to this interview? Let us know in the comments below.
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