The Future of Brand Building in the Post-TV Era

Advertising Week New York City - October 8, 2024

Why it matters

As traditional TV loses its central role in entertainment, brands face increasing challenges in building lasting consumer relationships. Last week panel at Advertising Week NYC, industry discussion, experts explored how AI, data, and new advertising strategies are reshaping the future of brand marketing in a fragmented media landscape.

State of play

TV has long been a cornerstone of brand building due to its ability to create powerful emotional connections. As Andrea Zapata, VP of Data Measurement and Insights at T-Mobile, explained, TV’s strength lies in "sight, sound, and motion," which engage viewers and create brand memories at scale. However, with media consumption shifting toward streaming and on-demand platforms, brands are grappling with how to replicate that impact elsewhere.

The challenge

Fragmentation of media and the decline of traditional TV ratings have made it harder for marketers to reach mass audiences efficiently. "Gone are the days where you could reach 20% of consumers during prime time," said one panelist. Sports remain one of the few exceptions, but reliance on sports alone isn't sustainable for brand-building efforts.

The shift to AI and outcomes

As brands adapt to the new landscape, Zapata emphasized the importance of shifting away from outdated metrics like reach and frequency toward outcomes-driven strategies. “It’s not just about impressions anymore,” she noted. “We need to sell outcomes—whether that’s product purchases or deeper customer engagement.”

AI and real-time data analysis are emerging as key tools in this transition. Technologies like pre-bid algorithms and predictive models allow advertisers to focus on ad placements that maximize effectiveness, reducing waste and improving ROI.

What they’re saying

On collaboration: “This is a highly collaborative industry, and we need to share learnings and take risks together,” Zapata stressed.

On performance vs. branding: Nielsen data shows that 70% of marketers are shifting more budget toward performance marketing in 2024. Yet, Zapata warned that focusing solely on performance could neglect the long-term benefits of brand advertising. “The halo effect of TV is still very real,” she added.

On future trends: The conversation pointed toward an industry where AI will enable one-to-one personalization at scale, allowing brands to connect with consumers in more meaningful ways.

What’s next

Brands must embrace a blended approach—leveraging both AI-driven precision and the emotional storytelling power of traditional advertising. As new metrics and technologies emerge, companies will need to continually test, optimize, and iterate on their strategies.

“In five to ten years, we’ll be more accountable and able to say, ‘This is how we helped you move product off shelves,’” Zapata predicted. The focus will be on creating adaptable frameworks that integrate data, AI, and cross-channel measurement to build lasting consumer relationships.

The bottom line

The decline of traditional TV is forcing brands to rethink how they build consumer connections. The path forward lies in balancing performance with brand-building strategies—enabled by AI and guided by rigorous experimentation and collaboration. Brands that adapt to this new reality will be the ones that thrive in the post-TV era.