Is TV advertising still worth it?
Decoding the enigma in the digital landscape
Creative TV Advertising
with strategized media planning/buying
combined with optimized digital marketing is what makes your product/company a
“Brand”.
The world of
advertising has changed drastically over a few decades. With the proliferation of digital media, the traditional way of advertising has taken a backseat.
But one medium
that still stands out in this digital age is TV. The Indian television advertising market has been growing due to consistent economic growth,
significant rise in the number of multinationals/SMEs, and increasing
purchasing power of the Indian middle-class. Studies show TV advertising influences nearly 90
percent of consumer’s buying decisions. TV
advertising outperforms other mediums making it worth
the advertising monies spent-
1)
Provides
unbeatable mass coverage
TV commercial builds a humongous scale and reaches very quickly and powerfully. The biggest brands know that TV reaches
more people faster, generates the highest ROI, and grabs eyeballs like no
other, which translates directly into sales.
2)
TV combines beautifully with digital media
TV and digital marketing strategies are crucial for a product
to become brand. Brands using TV see instantaneous positive business outcomes,
such as a noticeable spike in website traffic, search volume, and revenue
growth.
TV
advertising establishes your brand while digital marketing enhances your
online presence and together they help in building your brand value, creating
your brand awareness and increasing visibility to your products/services.
3) Not as expensive as perceived to be
TV Advertising has two major costs a) Making of the advert b) Placing
the finished ad on TV. With increasing technological advancements, the costs of
making an ad have fallen remarkably. Also, there are a plethora of channels
available for an advertiser to choose from.
Geo-targeting helps advertisers
target special geographies, but also saves brands money as it results in
efficient buying of commercial airtime. TV advertising has now become more efficient, contemporary, and
cheaper.
4)
TV ads have high
trust value and premium brand perception
TV advertisements go through stringent checks which assures the viewers
that the brands have been thoroughly scrutinised and are safe. Due to these
regulations, they build strong credibility and premium perception for brands
advertising on TV. Facebook and YouTube Ads
despite focused approach and personalization are still perceived as less
creditworthy.
5) TV Campaign Cost can be customised
·
Seasonality: Cost
varies by month, season, and occasion. Summer is cheaper than in autumn.
·
Advertiser Demand: Certain programs have higher demand because of
viewership than others. Advert in IPL match costs a bomb than a regular advert.
·
Duration of the ad: For shorter or longer duration cost varies accordingly.
·
Time of the Day: Some part of the day is more expensive than others. 8-10
PM is prime time as most Indian viewers tune in.
Understanding the fine distinctions of
paid media is challenging for most business owners. Here, the media agency
plays a crucial role. Professional media buyers know the best market practices,
pricing, and cost per thousand impressions. No individual client can match the
buying power of an agency. An agency can leverage the collective budgets
of all their clients to benefit individual client which leads to individual
brands have better campaign costs and ad positioning.
TV viewership and monitoring of ads are released by BARC.
Advertisers can gauge the effective reach of their ad campaigns, the slots at
which they were played. With the right analytical and tracking tools, it is
easy to monitor spikes in traffic and measure the impact of your ad optimally
to make adjustments in your next campaign.
TV advertising accounts for a majority chunk of marketing sales conversion. It is no longer a luxury for a brand with exorbitant
budgets. With optimum planning and combined approach with other marketing
mediums, it can be a very effective channel for your business
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