Readers, not sure if you have heard, but Adidas are stopping all television advertisements and using all funds for digital adverts! Thats right, one of the worlds leading lifestyle brands are leaving TV. Im not sure if its a great marketing decision for the company, but its definitely a digital win and loss for TV.
Adidas logo. Source: Adidas 2017
Digital marketing has become increasing more predominant over the years. Think about it, around 1.59 billion people engage with Facebook and 320 million with Twitter (source). The Sensis Social Media Report 2016 also indicated that 87% of australians access the internet daily, so perhaps adidas are making the right decision to leave TV.
Adidas CEO, Kasper Rorsted, said:
It’s clear that the younger consumer engages with us predominately over the mobile device, digital engagement is key for us; you don’t see any TV advertising anymore. (source)
The company plans to focus primarily on digital channels to capture younger consumers, a crucial demographic for the sports clothing line. The company is targeting itself towards younger consumers, so allocating all resources to digital marketing could be the most effective option for them.
Adidas shoes. Source: Footlocker.com
Rorsted (CEO of Adidas) states that the sportswear company is looking to boost its e-commerce revenues from €1billion in 2016 to €4billion by 2020 (source). Looks like digital is taking over! Adidas are the first to go all digital, who may follow?
What do you think: With the rise in digital could television ads be non existent in a few years?
Jordyn's online 
I heard about this! Personally, I think this is the right move for Adidas. We are spending more time on the internet than ever before and this medium is becoming a major source of product referrals and offerings. However, for brands with an older target market, traditional forms of advertising would obviously be more appropriate.
great post!
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Yeah definitely! I think they may still be missing out considering the amount of sports on TV, interested to see how this plays out for them
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What?! I haven’t heard of such news!!! The only thing that I worry about for Adidas is that Nike does TV advertisements so they may be losing consumers to Nike by not having TV ads. I guess it makes sense why they’re moving all their energy and resources to digital. Adidas is becoming really popular in terms of the “shoe game” and youths are becoming increasingly more interested in having nice shoes by Adidas. I’m really looking forward to see how this plays out.
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I wonder if they thought about that, they must have complete confidence in their brand to go all digital for sure!
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I think it depends on what you produce. For Adidas, it produces sporting equipments and wears where the most of customers are sports lovers. Most likely, they will watch their sports through TV more than through mobiles or other devices yet due to charges and data issues. When those small gadgets take over TV for watching sports or Adidas product related programs, then it will surely turn out that the TV ad be useless. Sadly, I do not have TV in my place ;( Liked reading ya post !
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Yeah thats definitely something to consider, but i do understand where adidas are coming from considering there younger customer base. It might just depend on the brand as to wether TV ads would be useful or not right now.
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I feel like Adidas should target certain demographics differently. I do believe it is all moving towards a technological platform but they can’t overlook those that still watch sports on TV. If they use that money on major advertisements during peak times (such as during big games like the Super Bowl etc) on television as well as social media and technological platforms then they won’t completely cut themselves off from the competition. Otherwise they might risk missing important demographics. Great post!
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I agree, they may be cutting themselves off from a large potential market that could be grasped by competitors. Its a risky move, hopefully its not to harmful!
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I personally think this is a great move for the brand when its targeting a younger audience who spend many hours online. However, believe that it is too risky to support as it is cutting or a large audience who would be exposed via a TV ad! Plus I feel there is great potential still in TV marketing, in particular for sporting brands, by placing such ads during sporting games. I think Adidas has been to quick to cut of such forms of marketing.
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Yes very true. There is definitely still value in TV ads, however not as much as there used to so it will be interesting to see how/if this changes in the coming years!
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