Big head versus long tail

I was interested in Arif Durrani’s blog on how shows like the X Factor has brought the whole family back together on the sofa providing what he terms ‘Saturday night social glue’. Whilst TV advertising around popular programming could be seen as expensive, these media platforms offer many opportunities for media agencies to deliver cost effective ways to engage audiences.

In the age of connectivity, TV advertising can be used to create timely, relevant and short-lived engagement that creates long term value for brands. These tactical ‘i was there’ moments support one of the dynamics of change we identified at Total Media: Big Head vs. Long Tail; brands are using expensive mass media – the Big Head – to create intensive engagement in the brand narrative but which lives on in social media long after the spot has run – the Long Tail. Read more on Big head versus long tail…

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