TV commercials have been continually lambasted for their lack of modern relevance: in the data-driven age, they could not be more crucial
COMMERCIALS Remain the UK’s — and the world’s — most lucrative means of providing short and long-term increases in sales: why is TV more relevant now, then?
Research from entities like Thinkbox and Ebiquity has continued to debunk the theory that TV advertising as a means of offering efficient, data-rich outcomes is redundant.
Rendering measurable results from linear TV has always previously been a difficulty with a lack of tethered links between phones and the online world for instance.
However, even basic means of tracking performance through performance-based TV have improved ineffably, with programmatic and addressable advertising facilitating the data-driven TV sphere that has only increased efficiency further, while also providing the actionable results needed to harvest consumers.
TV commercials, then, have now gone beyond providing just the stimulus to your potential consumer base, with the ability to harvest data from the means of advertising a newly innovated bonus.
The era of convergence has assisted this shift away from the mono state of advertising, with the need to utilise the strengths of each of the native platforms imperative as you look to maximise ROI.
Having the knowledge now of how and when consumers watched your TV commercial is crucial, while any movement to your website, call-centres or other areas can be tracked in realtime.
Merging your adds, too is an exciting development that can help transform the way you make decisions regarding targeting from a response and brand perspective.
The work of XITE and SpotX has ensured that taking your online and TV native ads and placing them within the previously juxtaposing contexts is now possible – when relevant to the device or context.
Cross-platform viewing has added to the need to be more individual-aware as your business looks to boost immediate resonance – especially in a response context.
With ads that compliment the aspect ratios of the screen used, or even exploit the fact that internet-enabled devices are being used to augment any call-to-action.
This tethering has finally facilitated the TV evolution that was necessary for to remain relevant from a response perspective in the face of online, but with brand, commercials are vital to optimal ROI.
TV is inherently more social than online, with larger groups of people enjoying TV simultaneously, uninterrupted and with more open-minds.
This element is the most crucial. As you look to stimulate conversation, thus ultimate advocacy for your brand through word-of-mouth, your adverts online — even with the work of live feeds from Facebook and YouTube — are ultimately compromises and replete with distractions that will reduce your ad’s effectiveness.
Even through compelling material that is distributed via the aforementioned conglomerates, there is the gratification that is being sought that will inhibit success from a branding perspective.
Through online channels, your consumers seek convenience and already have an idea of what they want to achieve.
Suggesting future shows, events, or products as the case may be where your advertising is concerned, can conciliate consumers to your business, but retargeting is necessary and the risks of annoying the consumer can increase as you look to draw attention.
In order to circumvent these issues, brand awareness through TV will only improve efficiency. The exclusivity and attention that is devoted to it compared to businesses fighting for the brief, compromised exposure of online channels.
This is ultimately price and advocate-driven. Consumers trust the recommendations of friends and family above all else, therefore strengthening the emotive ties your business has with consumers is key as you look to expand.
Sponsorship is a form of TV placement (not official advertising) that grows brands efficiently; with online this decision can be amplified to through concurrent online campaigns that interact with consumers in a more response-driven context.
It is crucial, though, that this process is utilised in chronological order, with TV always taking precedence regardless of whether you seek to utilise sponsorship, or another, now measurable means of linear TV placement.
Your commercials need to compel, therefore ensuring they are communication, brand and emotion-rich is imperative – maximising the social strength of TV will grow your sales and data streams ahead of the post-GDPR era.
The EU legislation will ensure complete consent from consumers regarding their data-usage, therefore stimulating a new raft of responses and engagements through brand or direct response campaigns, can be a prudent means of mitigating any issues you may face with PPC ads.
Space City has been producing TV, radio and online adverts for over 25 years, becoming the UK’s most productive advertising production company per-member-of-staff.