As you evaluate your advertising options and match them to your goals, it is important to be an informed decision-maker. Each medium offers a unique combination of assets that can benefit your strategy and help you achieve marketing success. In this article, we’ll discuss five reasons to include TV advertising in your media mix.
Before we begin, let’s address a common and recent misconception: the internet is replacing TV viewing. With services like Netflix, Hulu, and YouTube it has become a hot topic to contemplate the inevitable decay and demise of television. Fortunately (for you), this is not the case. Multiple studies from respected organizations such as Nielsen and Temkin Group have found that internet usage is complementing TV viewing. Over one-third of television viewers are online WHILE watching. The new paradigm is a multi-screen experience: television, phone, tablet, and computer. An example of this is that 38% of mobile users have gone online to find information about a product they saw on TV. So don’t despair when considering television OR internet. Use both.
This may seem obvious, but the most important element of TV advertising is the vast array of programming options. There is a channel or show for almost any proclivity. Want to reach 35 year old American men who love all things English? Try BBC America or ESPN2 or Fox Soccer (the latter two stations broadcast the English Premier League). Targeting young black teens? Go with BET or Fox. There’s something for everyone and once you have a solid understanding of your target audience, we can help you find the networks to reach them.
No other medium has the longevity and power to influence than television. A Yahoo! Presidential debate doesn’t attract the massive viewership of a CNN debate. More people learn about a new product because of television advertising than any other means. The combination of audio and visual elements offers you the amazing capability to reach multiple senses simultaneously. The adorable wrinkles of a puppy or the sweet infectious laughter of a child can help set the mood for your product and make your audience receptive to your message. With the right spot, a well-crafted TV campaign can help you reach new shoppers, grab market share, or draw new supporters to your cause.
TVs are getting bigger, better, and more plentiful. Over 95% of all households in America have a television, according to Nielsen. That can’t be said for radios, newspapers, or even computers. TV sizes continue to increase and become more affordable. The display technology is driven quickly ahead by the broadcast capabilities of networks, especially in high definition (HD). All of these features enable you to create a dynamic and beautiful presentation of yourself and broadcast that message to a huge audience.
How much does it cost to have a commercial? Well, once you’ve understood your target market and created an effective choice of networks, television is incredibly cost-effective. The cost-per-thousand (CPM) is one of the lowest of all ad mediums. The average American is watching 4.5 – 5 hours of television every day and that means more than an hour of commercial viewing. Huge budgets aren’t a necessity in television. This is one reason television received the largest portion of advertising dollars year over year around the world through 2015. Major marketers – your competition – understand the value of TV and are putting it to cost-efficient use.
Television’s impact can be utilized to compliment the other elements of your media mix. Tell viewers to go to your website or visit your social media. Invite them to the grand opening of a new location. Encourage them to see your full catalog in this Sunday’s paper. Make sure they listen for the secret contest code during the Monday morning radio program. When TV is combined with other media as part of a comprehensive strategy recall rates can jump by 10% – 30%. Make sure you are reaching people in the activities they do most and are passionate about.
It’s important to remember that no media is a silver bullet, not even TV advertising. We encourage you to work with your Marketing Consultant here at Arkside and target the audience that will give you the most bang for your buck. Our entire team is here to help you achieve success.