16 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2024 Advertising has undergone a transformation over the past few decades, shifting from the heyday of newspaper and "Mad Men"-style TV advertising to today's digital-led landscape. This new world, dominated by streaming platforms and other digital outlets, has eroded the position of traditional television. According to BARB data from the UK, traditional TV minutes among all adults are falling at a rate of 17 minutes per year. While the COVID-19 pandemic temporarily increased traditional TV viewership, the long-term downward trend resumed once restrictions lifted. This decline is not the only challenge traditional television faces. The costs of advertising through traditional TV channels have increased significantly. Network cost-per-thousand (CPT) has risen by 107% over the last eight years, causing advertisers to rethink the value proposition of traditional TV advertising as returns diminish and costs climb. Against this backdrop, streaming platforms and other digital channels have emerged, capturing viewers, and challenging the status quo. The digital age has brought new opportunities as well as fresh challenges. With streaming platforms, social media, and mobile devices at their fingertips, advertisers can reach more consumers in more personalized ways. However, these benefits come with a caveat. The increased precision in targeting has also made over-targeting and underrepresenting certain demographics a risk. The fragmentation of media has made Transitioning from TV advertising to the new world of more effective and more responsible Digital Connection Ross Sergeant Global Head of Media, Allwyn Entertainment allwynentertainment.com Continued on page 38
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