TV MARKETING

What is TV Marketing?

TV marketing is not dead, on the contrary, is a marketing channel that will experience a boost in the coming years.

Currently, TV advertising is not 100% targeted. Marketers can only make assumptions based on the statistics they have from a limited amount of people.

The adoption of Web TV will change this dramatically. Marketers will be able to target audiences based on a number of factors and make informed decisions as to what content to produce.

Television and the web can work together very effectively, and advertisers are increasingly developing integrated marketing campaigns to connect with consumers on every type of screen, from the 50-inch flat screen television to the smartphone. Combining TV and print advertising helps reinforce advertisers' messages and maximize ad impact.

Many businesses find a well-crafted television advertisement gives them an effective way to appeal to their target market. However, the medium can be expensive, since commercials need to run repeatedly to get the best results. Before you rush out to make your ad and book your spots, review the various marketing strategies available to help you produce the most effective, attention-grabbing ad possible.

Here are 4 reasons why television marketing and audience engagement go hand in hand:

1. Television Ads Can Now Be Targeted More Effectively

Cable television has produced a huge range of channels that address many specific audiences. To be effective, no longer do TV ads have to run during major events like the Super Bowl, because they can be placed and timed to address a smaller set of more targeted viewers. Targeting of video ads is one of the main reasons advertisers choose the web as another platform. Local digital publications can run ads aimed at local consumers, while niche websites may run lucrative ad campaigns that take advantage of the more intense audience engagement on these sites. Combine the broad reach of television with the targeted reach of websites, and the result is usually more effective marketing.

2. Television Is an Unmatched Medium for Demonstration

While text and static graphics can combine to make powerful and memorable ads, there's simply nothing like television for demonstrating a product. Audience engagement is greater when viewers or site visitors see a new car in action or watch someone demonstrate a product. The proliferation of ''how-to'' shows on television is evidence that people want to see for themselves how things are done, whether it's painting a room or making a gourmet dish. Advertisers take advantage of this curiosity when their ads show products being used.

3. TV Is Still Considered the Gold Standard for Marketing.

A study by Adobe on online advertising found that 30% of consumers in the US perceive online advertising as less effective than offline advertising. Although marketing professionals have more confidence in online ads than consumers do, the fact remains that more money is spent on television ads than on web ads. This is expected to be true for the next several years, with online advertising only expected to exceed television advertising in 2018 or later. Factors that keep television advertising dominant include the amazing reach TV ads have, its continued value to advertisers, and the predictability of the television audiences by channel.

4. Television Prompts People to Action.

A UK survey by Deloitte last year found that 10% of respondents overall searched for products online after having seen a television sponsorship or ad. For younger TV viewers, this trend was even more pronounced, with 24% of viewers in the 16 to 24 age bracket hunting down products they've seen on TV. Moreover, television programs and ads were the third most common reason people gave for impulse purchases (coming in behind recommendations by friends or family, and seeing an item in a store). In contrast, seeing ads in mobile apps only persuaded 2% to take action, and seeing a product referred to on Twitter only drove 1% to seek out that product.Advertising on television still has a huge impact on the public. It attracts a large audience that watches an average of four hours of TV every day. Even though the online world has been mainstream for over a decade, people only spend three minutes on YouTube or two minutes on Facebook for every hour spent watching television. Marketers are discovering that cross-pollination between the online world and television can help them create even more effective ad campaigns. So whether you want to advertise your website or whether you want to increase ad revenue on your site, you're wise to look to the world of television advertising.Real-match offers recruitment advertising solutions to digital publishers and media companies, helping web publishers monetize their sites through the development of custom job boards that can grow into impressive revenue streams.

Television Marketing Strategies:

Set Goals

The first strategy to implement in your television marketing plan is to identify the goals your want the commercials to achieve. For instance, your goal might include announcing a new product to your target market or increasing sales during a specific timeframe. Or you may want to use television commercials to build your brand so potential buyers get a good feeling about your business.

Go Local

If your market consists of people who live or work close to your business location, check with your local television station about running your ads during the two minutes of time per hour that most stations reserve for local advertisers. Start by identifying the programs that appeal to your target market and times at which these programs run. Then negotiate with the station to get the advertising slots you want that fit those programs and times. Offer to sign a long-term contract to get the best rates.

Encourage Action

After you spend 15 to 30 seconds explaining the features and benefits of your product, make a strong call for action to encourage viewers to interact with your company. Provide your website address at the end of your ad to encourage viewers to get more information or download and print a special coupon. Provide a phone number so they can to talk to a salesman. Offering free downloadable applications related to your product or service is another option. Once the viewer downloads the application, your ads run across the top, giving your company more exposure.

Direct Response

You may want more time to sell your products than the average commercial gives you. If so, consider direct response advertising strategies. The commercials include a strong call to action that focuses on asking viewers to call an 800 number and place an order. The ads can run for up to 30 minutes. Direct response strategies are ideal for introducing new products so you can thoroughly explain the problem it solves as well as its features and benefits