TV and social are competitors, not complements

This article examines how brands should prepare for the end of TV as the pre-eminent brand-building medium, as TV viewing is disrupted by time-shifted and on-demand viewing.

How should TV and social media be used to maximum effect?

This essay was a Bronze winner in the Admap Prize 2017.

For more information visit the Prize page.

To use TV and social to maximum effect requires us to understand that TV and social do not complement one another but compete against one another. Far from being the drivers of a new age of integrated advertising campaigns, the salient fact about social media today is that it exists – at its broadest – as a disrupter of TV, sapping the strength of the medium advertisers have historically...

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