Trust TV and online ads together

21st March 2017

TV Advertising has long been the most effective form of advertising, online’s pursuit has been arrested by trust issues that have blighted its credibility.

Amid the association with extremist material on Youtube, any inroads online had attempted to make with credibility and display as an entity have been dashed.

Marks and Spencer have been one of the first major corporations to remove their ads from the channel, given the ever heightened emphasis on brand as we begin the Brexit process.

With direct response marketing expected to suffer amid higher inflation and the potential knock-on effect to interest rates, brand response will come to the fore, enshrining the importance of image.

Online has endured inherent trust impediments with consumers and businesses alike given its disruptive nature, inferior display and fraud fears.

Although steps have been made in terms of analytics and by search engines such as Google to remove fake ads and inappropriate associations, fresh weaknesses have been exposed.

Ultimately TV advertising provides the transparency and credibility that businesses yearn for, something that continues to fail online advertising.

Whereas with any ad that appears on TV, stringent regulatory requirements have to be adhered before any script is cleared, let alone a completed ad for broadcast.

It has to be ethically cleansed, ensuring that it offers the substantiation and honesty necessary to garner trust with consumers and generate rapport.

TV provides the clarity that generates trust and rapport with consumers.
TV provides the clarity that generates trust and rapport with consumers.

Online on the other hand; although an extremely efficient and convenient means of measuring and harvesting any success attributed to your campaigns, does not provide you with buying plans per se.

You are matched essentially with cookie data provided by the device being used, which is flawed in two ways: the desired individual may not be watching and your brand could be associated with anything.

Amid the freedom of publishing Youtube allows, extremist material can provide unnecessary and damning connotational associations.

Knowing the ethical implications and the perception of having your material held within what is essentially an uncontrolled vessel, you are disseminating content objectively.

For a brand to ultimately succeed the need for your content to be subjectively interpretable is imperative: with online you cannot have this at an entry level.

Youtube and social media outlets such as Facebook and Snapchat are beginning to innovate solutions where live events can be broadcast, while ad time can be purchased in a similar fashion to TV, however the scale, display and credibility of this process is compromised still.

Invariably issues regarding streaming quality, connection strength and the amount of those linking to a given server will compromise the viewing experience, something that has to be immersive to succeed.

Ultimately the strongest performing adverts are those that entertain or resonate with consumers emotionally.

Neither of those parameters can be met if the consumer misses the context of the ad, or does not view the generation.

According to Nielson, ads that feature accompanying jingles enjoy 12 per cent increased effectiveness, while an ad that focuses on emotionally resonating with consumers will achieve 26 per cent increased effectiveness.

In order to convey a message that will remain in your consumer’s mind beyond just the short-term memory, longer, potentially 30-second ads will begin to dominate TV buying spots.

Brand response needs longer ads to be effective and generate trust.
Brand response needs longer ads to be effective and generate trust.

Online continues to curate content that is more engaging and intuitive to a user’s interests, however it is something that can be expedited online and not so on TV.

Therefore to maximise not only your ads impact in the short and long term, but its cost effectiveness and efficiency, running TV and online campaigns concurrently is integral.

By using your TV campaign as an interest generator, exploiting TV’s unrivalled scale, frequency, reach and cost-per-conversion and the ability to retarget and maintain awareness through online.

With optimal ROI and KPI achievement guaranteed with both these platforms, taking a more long-term vision and tact with advertising will be pivotal in 2017 and not focusing on a singular entity.

Online has always been the weaker entity alone, however given the increasing migration from brands away from it, TV will be the solution to trust as your advertising base.

Space City has been producing TV and online ads for 25 years, using both entities to further the successes of thousands of previous clients.

Contact the team now and see how increased consumer saving does not have to mean your advertising is a harder task.


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