Advertising online only is detrimental

1st September 2017

Ostracising certain elements of advertising is something you cannot afford to do, converging all media is imperative to sales success

ADVERTISING Has been transformed from an insular, dependable unambiguous being, to a contentious, evolving and diverse sector: you can keep up though.

In the digital era we live in, it is predicted that there will be more money spent on internet advertising than on TV commercials, because of the growth in smartphones. However, Google, Netflix and Facebook spent 60% of their own marketing budgets on TV ads in the UK. This is because TV is still the most effective channel to create brand awareness. It creates, builds and grows brands. It keeps brands alive in your mind for much longer than a sponsored post or search result.

Advantages of advertising on TV

Utilising TV has multiple benefits, because of the incorporated sound, images and movement to make it an experience to watch for consumers. Ads that capture the attention of the audience can start consumers talking; so that they effectively reaffirm the advertising message. This will end up in a ‘snowball effect’: people talk to people, who talk to other people, who look it up on the internet.

TV advertising has the ability to communicate with a very large audience. Namely, TV ads work well to attract attention, generate awareness and establish preference for products and services. TV ads provide general messages – rather than specific – through major TV.

TV advertising has science on its side, with generic human sub-contiousness manipulated.
TV advertising has science on its side, with generic human sub-contiousness manipulated.

So television ads do reach large audiences, but it is important to note that the ability to target market segments has grown significantly over the years. Network TV offers a wide range of options to program where ads are most likely to be viewed by specific target audience segments. Advertising with cable television makes it advertisers harder to target specific market segments. But they can place their ads in specific programs and they also have the ability to choose specific post-code areas for broadcasting ads.

Overall, TV adverts have a multi-sensory appeal that allows them to remain a convenient option for many advertisers.

Only advertising on the Internet

Just advertising on the Internet is not the answer to create brand awareness. The disadvantage of only advertising on the internet is that it doesn’t keep your brand alive in the minds of potential customers. Also, your marketing materials, like logos, images and trademarks, can be copied and used for other purposes. Then there is the fact that web users are so overwhelmed with banner ads and spam email that they have begun to ignore Internet advertising.

Consumers do not like being sold to. Online banner advertising lacks emotive affirmation.
Consumers do not like being sold to. Online banner advertising lacks emotive affirmation.

Best of both worlds

So TV advertising is a good outcome. Brands nowadays, like American Express, ‘’need to run two weeks of digital to get the reach of one day of broadcast’’, as Rich Lehrfeld (Senior VP, Global Brand Marketing and Communications at American Express) said in an AdAge article.

TV-viewing multi-taskers, the ones who can not watch TV without a smartphone, are multiplying. So it is predicted that in the future, advertisers need to ‘fight’ for attention by serving broadcast ads in coordination with digital ads in various online news feeds. Therefore, there will be a combination of both TV ads and digital ads, according to the Advertising Research Foundation.

Space City has been producing TV, online and radio commercials for 25 years, ensuring that broad and diverse demographics are served through stimulative brand response.

Contact the team now and benefit from an experienced production team with more than 2000 commercials worth of experience to cement sales success.

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