By Kimeko McCoy – December 8, 2023 – 4 minutes checked out –
Ivy Liu
Are you ready for the future of video marketing? Linked video is on the rise, but don’t count linear television out just yet.
Linear’s powerful storytelling abilities have led to a resurgence in its use, with biotech giant 23andMe returning to direct tv advertising. According to Tracy Keim, Chief Brand Officer at 23andMe, the decision was driven by the amazing stories collected from customers that they felt deserved a broader platform than just social and digital media.
Over Thanksgiving weekend, the company’s Hero Gene campaign was broadcast on direct television during major events like the Macy’s Thanksgiving Parade, the National Dog Show, and various sports events. This marked a return to television advertising after a brief hiatus for 23andMe.
Since then, they have maintained a direct tv budget and have invested heavily in linear television to increase their share of voice during the holiday season in order to drive brand awareness and capture the attention of live television audiences.
Despite the decline in viewership and advertising spend, 23andMe is determined to make a mark on linear tv, doubling down on this strategy amid challenges with digital marketing efforts. They are not alone in this approach, as other brands, including JCPenney, have also recognized the untapped potential in live television viewership.
Ultimately, the decision for 23andMe to shift focus to linear tv was strategic, with the company leveraging the increased viewership on live television due to recent events in Hollywood. This move will allow them to connect with a broader audience and drive home their message in a crowded digital landscape.
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