Look closely and you will see that digital brands have been advocates of offline media effectiveness for some time. Take Netflix’s radio sponsorship campaign to promote its content in Singapore, or even Apple and Google’s continued investment in billboard advertising.

Figures from Thinkbox, the UK’s commercial TV body, show that online businesses (including everyone from Google to Just Eat and Trivago) represent the biggest category of advertisers on British television. Collectively, they accounted for almost 15% of total spend on TV in 2018 – and 40% more than the next-largest category, food.

Of specific interest to broadcasters, however, is the newer group of “digitally-native” start-up brands. These companies are typically beginning to reach the scale at which point they may benefit from the mass-reach and brand-building benefits offered by television media.