Why TVCs Still Matter in a Hyper-Digital World

In a world of scrolling feeds, six-second videos, personalised algorithms and audiences moving constantly between screens, it is easy to ask whether the traditional television commercial still has a role to play.According to Penquin, the answer is a resounding yes. While the way audiences consume video has changed dramatically, television continues to offer something that is increasingly difficult to manufacture in a fragmented digital environment: scale, attention and a sense of occasion.“It's easy to think of television as yesterday's medium when so much of the conversation around marketing is focused on algorithms, digital targeting and performance metrics,” says Marnelle Van…