Why TV Still Works as an Advertising Channel

Brand Marketing, Consumer Behavior, TV Marketing
The advent of digital technology has brought with it a revolution in advertising and marketing. Email, social media, blogs and other digital methods have ushered in a new era where most customers are easy to reach with just a few clicks. It’s not costly, it is efficient and easy to do.

It is debatable if there is any reason to keep using older, more expensive marketing strategies such as television. TV commercials are timely and costly with no guarantee that that investment will pay off. TV advertising is still a very effective way to advertise, if done right. If you’re not sure about the benefits of TV advertising, read on to learn why TV still works as an advertising channel.

1. TV Is Still Effective
Investing in local, regional or national TV advertising still works. Numerous studies over the past couple of years have shown that companies who add television to their overall marketing strategy do see a significant increase in the overall effectiveness of their campaigns. As audiences become more digital-savvy, you would think TV advertising would diminish, yet long-term students show that TV has become more effective in the last decade.

2. TV Still Has a Huge Audience

Millennials (and younger) are spending an increasing amount of time online, buried in their phones and tablets. For this reason, many marketers have opted to abandon the old methods in favor of newer, digital-based strategies.

Many millions of older consumers still exist and have money that can also go towards your company. Generation X and Baby Boomers still make up a large part of the population and they readily respond to television advertisements.

3. TV Still Gets People Talking
Anyone who has been around for a while can identify those iconic television commercials that people still talk about. Whether it’s “1984” – famously aired only once during the 1984 Super Bowl or “The Most Interesting Man in the World,” a successful TV ad promotes conversations that a social media post or a blog entry just haven’t been able to do as of yet. This is clearly why companies still invest large amounts of money for a 30-second spot during the Super Bowl and why they build entire marketing campaigns around a TV commercial.

4. TV Is Increasingly Modern

When compared to digital methods, TV continues to have a place in the conversation.

Researchers have found that more and more people are dual-screen users. Almost 70% of television viewers fall into this category. While watching television, they are also sitting with a second screen whether it is a laptop, phone or tablet. This says a lot about short attention spans, but also confirms the need of the internet and ease with which a product can be researched.

Often when seeing a television commercial for the first time, these dual-screen users are far more likely to conduct an immediate search on that product or brand. This action ultimately leads to an increase in online sales. Consumers are much more likely to make a purchase when the excitement of the initial advertisement is still fresh in their minds.

5. TV Doesn’t Have To Be Expensive
TV advertising can be linked to spending a lot of money creating a commercial, hiring actors, filming and editing. While this is one way to do it, it does not have to be that way. With successful marketing you can often find ways to get your product, services or your brand on television. TV news shows are constantly looking for interesting products to highlight, especially around the holiday season. Getting features on one of these TV product tours is a sure way to get your name mentioned in households around the area, if not the country.
6. TV Is Still Used
The real reason you need to consider TV advertising is simply because your competitors are doing it. Every brand worth talking about has a marketing strategy that includes television. If you are trying to get your name recognized in as many markets as possible, then you can’t afford not to advertise on television. You cannot expect customers to purchase your brand if your name featured in any type of TV advertising. Making your brand as recognized as possible is the key and television still plays an important role when it comes to this.
7. Hire the Experts
If you are ready to add television advertising, whether local, regional or national to your marketing strategy, how do you do it effectively? You could try and go it alone, but really with a medium as established as television it’s really easy to see those commercials where this approach was taken. You do not want your product associated with those local infomercials that air late at night.

You need the services of an advertising company that knows how to use television successfully. PTPA Media is such a company with experience in all forms of marketing both traditionally and digitally. We are ready to meet with you to discuss your goals and how you’d like to achieve them. If you’d like to learn more about what sorts of strategies we use, contact us today. You can also download this free E-book on video marketing today!