It is clear that the focus of the digital advertising world has shifted to digital. That having been said, TV ads are still relevant. How can your team bridge the gap between TV and digital to create a cohesive marketing strategy? Here are a few ways to get your department thinking as a team instead of feeling like you are a part of two different worlds.

Communication is the first key to getting TV and digital marketers to work together as a single unit. In the past, the objectives and approaches of the two departments were too different for teamwork. Now consumers often treat TV and digital ads the same way. They may have their tablet out while they are watching TV. Just like a digital video may get skipped if it does not attract attention immediately, a TV ad may lose out to a mobile device that steals a viewer’s attention. The advantage for your company is that the convergence of TV and digital media means that long-term cooperation on marketing campaigns is now possible. This allows the brand to put forth a united front in exposing the public to the company’s values.

Sometimes your digital viewers will need to receive a unique message. Ninety percent of the time, however, a digital ad can simply be a modified version of a TV spot. The truth is that it is not cost efficient to have an entirely separate creative team to develop the same kind of material. The main reason the TV team needs to communicate with the digital team is to ensure that their videos will display well on devices of various sizes and screen resolutions.

Communication of goals is vital so that both TV and digital departments can track the right metrics and compare notes to ensure that the maximum number of consumers are being reached with the right message. ROI is always the goal when it comes to marketing strategy, and while the convergence of TV and digital may pose challenges, there are also benefits to be had in the terms of bottom line.