If TV is the giant, one might say digital is the golden goose. Here are the ways savvy companies are using digital to get more from their TV dollars.
A hot topic in the industry is the question of when will digital spend surpass that of TV. The more important question to ask, however, is how can the two work together to increase reach and ROI. We spoke with NBC's Jeff Marshall about ways brands are extending their TV campaigns into integrated second-screen experiences. Marshall also talks about ways TV companies are giving fans more of what they want through digital platforms, and how they're getting a huge return on their dollars. Standalone TV campaigns will soon be a thing of the past. Here's the new way brands and agencies are closing the digital and TV gap.
Conversation highlights
0:00 — Dwight Schrute vs. Andy Dwyer!
1:02 — How agencies are changing the TV/digital game
1:30 — Lincoln takes advantage of listening technologies
2:12 — Critical: keep it consumer centric
3:06 — What should the goal of interactive digital be?
4:10 — How NBC is extending TV on to the second screen
5:28 — Turning TV hits into video series
6:03 — 3x lift and increased reach through TV/digital integration
Run time is 7:02
