That’s not to say that TV isn’t playing an important role, but you can see a dynamic shift in the whole raison d’être of a TV ad. No longer about simply building brand recall and awareness, TV ads are beginning to be put to use as teasers or trailers for the main event which is now deep digital experiences and engagement.
It's encouraging to see advertisers embracing the power of digital marketing. It'll be fun watching what happens with all the excitement that the Olympic Games generate and the marketing opportunities it presents. Pay attention not only to what the official sponsors do, but what other brands do around the games. Think the Solo Lucky Undies campaign during the FIFA World Cup.
Disclaimer: Simon is one of the founders of HotHouse, the company I work for.