Many marketers agree that television is the way to go when advertising. Watching something on TV is not only engaging and memorable, but more popular than any other type of content out there. However, what many fail to recognize is that TV creates the most substantial return on investment compared to other forms of advertising. So much so that television advertising revenue is expected to grow from $71 billion in 2018 to $72 billion by 2023.
So what does this all mean for your company's advertising? Even though television advertising is rivaled by other mediums, it’s still essential in helping businesses generate the revenue they need. Let us show you how to use TV to your advantage.
Build Brand Awareness
One of the best aspects of television ads is that it helps your company become a well-known brand. This can lead to long term results, especially with prospective new clients. For instance, not everyone will be in the market for your services when they see your ad, but when it’s continually viewed it will become top of mind. That way when your good or service is needed, your company will be the first one viewers think of.
Consider brands such as Fitbit and Airbnb, who saw significant website visits after launching their first television campaign. In mere minutes, their companies went from being relatively unknown to the most sought after brands. When you start to build awareness, you begin building a long list of loyal customers who will stay with you for years to come.
Expand the Reach of Your Potential Customers Significantly
We know that television ad reach is quite remarkable. According to studies, on average, Americans watch over four hours of television every day. However, when it comes to making sure your commercial is seen by the right consumer, it’s a tad more complicated than just throwing it out into TV land and expecting the best. If you want your target audience to see your ad, you need to plan appropriately.
First, you will need to figure out who your target audience is. This is important because age, income level and even certain shows index higher with particular demographics. When you understand more about your potential consumer, it will allow you to strategically place your ad in front of them. This will help save you money and see a greater return.
Another significant aspect of TV advertising is its recall ability. For example, take a past customer who used your services or bought a product from you. Over time, they may have forgotten about your business. With television ads, this problem can be quickly rectified in a few touches. When these consumers see your commercial, they will be reminded of your services and be inspired to shop with you again. This recall ability is also great when you are trying to introduce a new product to your audience.
Boost Website Traffic
As a multi-task culture, gone are the days when we simply sat back and watched TV. Today, many people are utilizing multiple devices at the same time as they catch the 5 p.m. news or watch their favorite evening show. As a result, TV has been shown to give web traffic a significant lift and prompt engagement via social media.
Many new studies have concluded that almost 94% of television viewers who own smartphones use their mobile device while watching TV. All this second screen viewing allows you to engage with viewers as they’re watching your ad. Use fun creative, hashtags, QR Codes, social media handles and websites to encourage viewers to learn more about your business and move them down the purchasing funnel.
Establish More Credibility
Even with all the new platforms that are continually gaining traction, such as social media, television remains the most trusted form of advertising. When we see a business on screen it signifies that business is established and trustworthy. TV is also the platform that will most likely connect with a consumer on an emotional level. Think about all the TV ads that have made you laugh or cry. They’re unforgettable and leave you with a good feeling.
Plus, when it comes to advertising, your brand will benefit more by advertising on credible and trustworthy media channels. Why? Because trust, even more than economic benefits, is the number-one factor when a consumer wants to close a deal. As a result, with more credibility comes more sales.
Get Results with TV Advertising
TV advertising is definitely not slowing down. TV is a lucrative advertising medium for any business and can get you the results that your company wants. All it takes is careful planning, clear goals and optimizing efficient TV advertising techniques. One of the best ways to make sure you’re checking all the boxes is to work with a trusted media partner. These partners can not only help you develop your perfect commercial and work with you from start to finish, but ensure that their top production team is helping you get the job done right. TV is still the answer, and your business can use it to generate more revenue.