What are the advantages of TV advertising?
TV advertising is effective because research shows it reaches viewers when they’re at their most attentive. One of the main advantages of TV advertising is being one brand message at a time unlike the blizzard of banners, ads, pre rolls, and click-bait articles that clamour for your attention on any given webpage.
The growing number of terrestrial, cable and satellite channels have made TV advertising much more affordable for brands. Crucially this proliferation of channels means you are able to promote your offer to ever more relevant audiences.
But is TV advertising as effective as Online?
We live in the online age. You might think advertising on TV is old fashioned. You’d be wrong. TV’s unrivalled ability to increase profit, sales, trust and recall outperforms online advertising every time. And smart brands are waking up to the fact that TV is still crucial to their marketing spend. In fact there were 877 new or returning brands to TV in 2015. Notable newcomers were Facebook, Airbnb and Green & Blacks. Hardly old fashioned brands!
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How do I start advertising on TV?
There are basically two types of advertising: branding (an attempt to influence what people feel about your company) and selling (trying to get people to buy a product). A good TV advert that is well-designed, engaging, and shown on the right channels to the right people, at the right times, will do wonders for your bottom line.
The best piece of advice is to choose an agency that specialises in creating and placing TV ads. They will not only help you create a great advert from your brief, and even help you write that brief, but they will also ensure your ad gets seen by the right audience, based on customer profiling and viewing behaviours.
A good way of getting the benefits of TV advertising without the large outlay of funds needed to buy TV media for a national campaign is to buy regional advertising. Another option is to use SKY’s Adsmart platform. Adsmart allows advertisers to buy advert slots in specific postcode areas.
But isn’t TV advertising expensive?
Costs for a TV advert can vary dramatically depending on the sophistication of the advert, positioning and the campaign length — but surprisingly you can get on TV with a great ad and see great ROI for much less money than you’d imagine. And the best agencies will drive the best deals with the broadcasters.
Companies like Toast are the experts in the tips and tricks and to get more bang for your buck. For example –
Pulsing (staggering) when your ad is seen over a longer time period gives you better brand recall.
Better audience targeting is better than trying to reach everyone. A good agency will help you design an ad that will reach the audience that will respond best.
It’s important to prepare for the effect your ad will have and support it though your social feeds. Gear up your social media channels to promote awareness. The best ad agencies will provide you with extra video and content assets to use online to amplify the effectiveness of your TV ad.
How does a TV ad improve sales?
Now is a fantastic time to make get the most from advantages of tv advertising. As we watch content across all our screens the lines between TV and online advertising are converging. The truth is that TV is still the king when it comes to awareness, brand recall and ROI.
“TV has the highest efficiency at achieving key performance indicators, or KPIs, like sales and new accounts. When comparing performance at similar spending levels, TV adverts still averages four times the sales lift of digital.” Marketshare Research 2015
When planning your TV ad there are lots of choices to be made. Regional or national? A concentrated burst or less-but-longer? Humour or seriousness? How much to spend? How best to use the Ad across your social feeds and on your website?
“A recent report found that brands with a TV ad running saw a 22% increase in unique visits to their website.” VAB Research.
How do I gain the advantage TV advertising creates?
It’s wise to choose an agency experienced in getting new brands on TV who will hand-hold you from start to finish. They will see you get the best value for money whilst not compromising your target audience. They will drive value by optimising your Ads seasonality, regionality, times of day, and optimum channel selection.
Specialist TV ad agencies like Toast will create you the right TV ad and get it seen by the right people. They will give you the competitive edge, drive sales, and supply the data on effectiveness.
One thing is for sure TV is still the best place for your brand to make its mark. And if it’s backed up by your online marketing it can make a huge difference to your bottom line.