My thoughts: It’s interesting to see someone as big as Coca Cola defending television as a stronger platform than digital – but it can also make a lot of sense if you think about it. We’ve been hearing a lot lately about how video is the future for digital … but video is exactly what TV has been all along. Getting your visual story out there in front of people is what TV is best at – and since Coke is such a broad audience brand, it’s not like they need to do microtargeting.
Maybe TV will see a resurgence in value as marketers learn to start using it as a brand storytelling medium again rather than just a place to shove an ad in the consumers’ face. Might it not be that the message and approach in advertising is more important than the medium?