Well… TV still works, for some. Not all. Fewer. Those who feel the impact of TV as a transactional channel is shrinking are starting to rethink their distribution strategy, although still with a TV first content approach (they build a concept & video first and then think about distribution). They still don’t get that online needs more content resources than above the line stuff.
They get more content & derivatives. They can do more with it (show them).
The budget needs to shift from one big content output to a creative concept with dozens, even hundreds of digital related outputs and derivatives matching per platform and tailored to the distribution possibilities.
That’s the client you want! The one who feels that TV isn’t working anymore for their sales. If they’re still stuck at traffic, don’t put any effort into them. You’ll waste your time.