CONSUMER Trust has waned and people are forever sceptical and growingly untrusting of ads they see appearing across TV and online; only TV can readdress this.
With the growing tendency of advertisers to look to online advertising to publicise their product or service, TV remains more effective and more trustworthy than online.
Why then do businesses choose to market their material online then? In short it is the eternal quest for targeting as many relevant people as possible to your particular niche.
Given the relentless quest to improve the sophistication of retargeting and analytics regarding ad interaction, online does offer the most versatile range of KPI (key performance indictor) metrics.
TV’s continual dominance at the summit of the advertising scene though has been in the most part to its dependability as the most effective, persuasive and consistently reliable metric of boosting business.
Online has presented businesses with such eclectic parameters that it has paradoxically been the instigator of their own downfall.
Such extremities in terms of data has led in some quarters to manipulation or distorted data, notwithstanding the variables in terms of ad consumption that stifle the effectiveness of online.
Linear TV and now on-demand have previously offered a stand-alone platform of showcasing whether the predictions of a company’s marketing team, in terms of who they think their audience is, were successful; not in itself offering valuable data as to how and when a consumer interacts with their material.
Semantics and the analysis of the meaning of language have ensured that the importance of contextual story telling have entered the forefront of advertising once more.
With an understanding of what specific language resonates with particular demographics or even individuals, production companies can tailor adverts based on previous semantic driven knowledge.
Therefore rather than simply analysing the data driven culture of online, a proactive approach can be made by TV whereby you can understand your audience as appose to just knowing about them.
Cookies have been one of the catalysts of the digital driven advertising hounding of the consumer.
They provide insightful data as to where devices visit the web, but not the individual.
Furthermore the power of semantics has ensured TV advertisers know the search parameters consumers are inputting, therefore ascertaining the language that resonates with them, not just the product.
This knowledge can only truly be utilised with TV, to create that instant rapport with the consumer that online cannot due to its variability and viewing experience.
Statistically 73% of consumers rejected online ads due to the poor delivery of the ad: buffering, picture quality, and context all key factors.
All elements though that would not interfere with the delivery of a TV ad, when you factor in the fact that 15% more people trust TV commercials compared to online, you have a recipe for brand influence once more.
In addition the focus of a brand response ad and even the more popular direct response ads, is to resonate emotionally with the viewer.
Increasingly throughout modern society with the growth of the internet and the infinite supplies of information, much of the general public are critical thinkers, more objective ones which are sceptical to facts and even supposed experts.
Therefore to create true resonation the ability to tell stories, especially in brand response, is vital.
With direct response the ability TV has to target an ad is stark.
The current pattern is the rejection of hard-hitting real-life ads, more popular are the outcomes as a result of a positive outcome to the ad.
These have to be encompassed contextually and through TV to generate the reaction desired.
Online is an excellent anecdotal tool to track the response of your TV ad after its broadcast, however once that initial bond has been forged with your consumer base.
Thus to reinstate trust in advertising, TV will take centre stage and with the subjective analytic tools it has at its disposal, year-round rapport can be established once more.