Is TV the way forward?
With technology changing how we spend our free time, it is understandable that so many marketers think TV marketing is expensive and ineffective for smaller businesses. However, TV is fast proving itself to be a new platform for advertising through content, distribution and data that rivals online technology.
Although it may seem like TV is less popular with the rise of YouTube, Netflix and Amazon Prime, broadcast television still makes up 71% of daily viewing as reported by Ofcom. This amounts to an average of 3 hours and 33 minutes of TV viewing per day.
With broadcast television taking the majority of daily viewing, it is unsurprising that Broadcasters’ Audience Research Boards (BARB) reports £7.5 billion is spent on programme production and distribution and commercial content every year, allowing for exciting marketing opportunities within the new age of TV.
“Don’t put all your eggs in one basket.”
Many iconic British shows are aired on national TV before they are available on streaming services, such as Netflix and Amazon Prime, therefore receiving the best of both worlds by reaching a mixture of audiences.
According to BARB, ITV 2’s Love Island was the most watched live TV show in 2017. Furthermore it’s two spin off shows “Love Island: Aftersun” and “Love Island: The Reunion” also placed in the Top 10 for viewership. The hit show’s previous series are then made available on Netflix where it soon starts trending creating buzz just in time for the new series to be aired on ITV 2.
Make it personal.
Although shows such as Love Island are shown on national TV stations, audiences for advertising breaks are targeted through more accurate demographics than just age and gender, as many may believe. Data is gathered from sources including advertisers, service providers, and TV manufacturers to then be used for targeting the right customers and increasing the opportunities for TV marketing.
This allows targeting to be a combination of programme content and audience data. Audience (and content) based targeting together is shown to increase website visits by 13% compared to a 5% increase in a solely content-based approach in a report from Comcast Spotlight.
More than data.
Audience data can also be used to pave the way for your next campaign through understanding the audience and the problems they face, and then using this insight as part of your new campaign to reach potential customers through the appropriate channels.
Tesco have used their data in an innovative way through creating separate campaigns for different customers that are shown at different times of the day. One campaign targets mums with young families and is shown on daytime television, mainly food channels. The second campaign is aimed at couples with little time on their hands, and is shown on entertainment channels in the evening. As a company with a wide target audience, this ensures the company values are expressed in the more effective way to the right customers.
Learn the tricks of the trade.
Innovative platforms, such as Sky AdSmart, take advantage of new methods of TV advertising by allowing different ads to be viewed by different households watching the same TV show based on audience data. Whether your business’ reach is big or small, Sky AdSmart is a valuable tool when used effectively.
Want to learn more about the power of TV marketing? Book a place now at our free event in partnership with Sky taking place at 8.00am until 10am on Wednesday 1st May 2019 at Derby County Cricket Club.
Step up your marketing.
TV advertising is just one tool available to businesses to share their message – and sometimes choosing the right channel can be overwhelming. The team at Purpose Media are here to help. Get in touch with us for an informal chat about how we can help you evolve your marketing and boost your sales.