GE CMO: I'm done advertising on prime time TV
" We still believe in TV, but we believe in an audience that is going to stay," Boff told me recently. She's looking for "engagement."
Boff will be on a panel I am hosting about native
While traditional TV may not be as sexy as a virtual reality headset or Snapchat filter, it still delivers a big impact. In September, GE launched a TV ad campaign that promoted the company as a good place for software engineers to get jobs. She said those ads have led to a 200% increase in traffic to GE's jobs site.
So, TV still works for advertising. But, not all TV is created equal.
Boff said GE's ads are "almost exclusively live TV - Football, SNL, Fallon." She is "not advertising on prime time" because it's harder to breakthrough. With more people watching TV shows via DVR, or on Netflix - where you can either skip ads or pay for a service to eliminate them altogether - advertising against traditional prime time TV isn't as effective.
She cautioned: "That's us talking. You may have a different answer from a different marketer."