The power of TV advertising is that it can cut through the noise. The pandemic has not slowed down the proliferation of advertising. Estimates show that people are exposed to somewhere between 4,000 and 10,000 advertisements a day. That is up from 5,000 a day in 2007, and a far cry from the 500 to 1,600 people would have seen in the 1970s and 1980s. So it is no secret people are constantly bombarded by ads.
As strategist and Forbes contributor Jon Simpson wrote, “At some point, we start a screening process for what we engage with and start ignoring brands and advertising messages, unless it’s something that we have a personal interest in.” Indeed, it is important to find a way to engage with potential customers on a personal level–that is where TV and online video advertising can make an impact.
How TV can cut through the noise
There is no other format more engaging than TV advertising. Video commercials manage to build an emotional connection with viewers that most online advertisements fail to replicate.
This is one reason why TV has been and continues to be so powerful and effective. Advertisements have the ability to trigger a wide range of emotions and captivate people’s attention for extended periods of time. Attaching an emotional element to an advertisement contributes to long-term brand associations for viewers.
Advertising on TV remains a popular media form in Germany. A 2017 report by the Freewheel Council for Premium Video, Europe found that German advertisers spent 5.2 billion, or nearly 93% of total spending, on online and TV video advertising.
“The advantages of TV advertising are extensive. From building trust and awareness to delivering customized branded messages, TV effectively connects businesses with mass audiences in an engaging way” said Andreas Eisermann, CEO of drtv.agency.
Trust in television
An April 2020 study released by the European Broadcasting Union (EBU) found that radio and TV were the most trusted formats among European countries. By contrast, social networks were the least trusted in 85% of countries surveyed.
This trust has been an important factor in the pandemic, according to the EBU report, globally, “TV news channels are the most-used source of COVID-19 information, and the second most-trusted source after government updates.” Now, more than ever, advertisers can capitalize on that trust by delivering honest, personalized TV ads.
Several studies around the world demonstrate the many effects TV has on viewers and driving market traffic. Specifically, German research has shown that when in combination with Out-of-Home (OOH) advertising, radio, or print, incorporating TV advertising is likely to increase a brand’s returns.
How to conduct your campaign
TV campaigns can be categorized into either short- or long-term versions. It is crucial to decide which version to utilize as they depend on different factors and yield different results.
“Companies ought to decipher which campaign length would be more optimal for their brand needs and campaign goals in order to receive the highest ROI” said Eisermann.
A company only needs to make a few key decisions like that to see a return. Indeed, a report from UK-based marketing firm Top Media Advertising found that three years after a series of ad campaigns finished, 86% of TV advertising campaigns delivered a profitable return–increasing brand awareness, and allowing brands to occupy more space in the market.
2020 has been a challenging year for marketers around the world. COVID-19 has altered customer behavior and brand initiatives as we know it. Less people are commuting daily, shopping has shifted online, and more people are working from home. The accumulation of these factors have negatively impacted certain advertising endeavors, such as OOH advertising.
However, with more people staying at home in the last quarter and leading into the new year, TV ads have become the key to reaching a brand’s ideal audience. Incorporating TV advertising is a powerful marketing strategy to build customer loyalty, generate new leads, and further spread brand awareness.
At drtv.agency, we offer creative support and strategies for offline marketing that cater to your unique brand needs. Take the opportunity this upcoming year to reach out and connect with us. We will help bring your TV strategy to the next level.