TV content redistribution key to ad success

31st May 2017

CONTENT And audience are the consorts that certainly should be revered in regal proportions, having faith in broadcasters is key though to growth.

Although blighted in its overall linear consumption figures, TV continues to soar above the rest of its competition in terms of eliciting sales increases, brand awareness and maximising ROI.

Of the businesses who are now utilising the interactive offerings that TV provides, 75% of those are new to the TV fraternity completely, underlining its increasing relevance.

However what is inhibiting TV and subsequently the success of online advertising, is the success of subscription based content from the likes of Amazon and Netflix.

Consumers crave quality media to enjoy, but with the decreasing profits of some broadcasters, it seems programming is being compromised to offset the shortfalls in revenues.

What businesses, broadcasters and buyers make the mistake if doing though is assuming that this migration to alternative material has been accentuated by the clamour to avoid advertising per se.

It is in fact the quality of content that has decreased during this period of subscription content proliferation that has decreased on linear TV.

As a result the importance for businesses to trust broadcasters in their bids to provide quality programming, which can embody the brands they will be associated with is imperative.

With linear TV viewing figures ultimately distorting the overall health of TV, amid the emergence of VOD and the lack of overall analysis between the two, many including Adidas have been tempted away from TV.

Instinct and the desire for expedience have led to many migrating from the successful content on TV.
Instinct and the desire for expedience have led to many migrating from the successful content on TV.

However given the fact a similar tact was employed by Procter and Gamble just last year (2016), unilaterally severing ties with TV, the conglomerate endured declining profits and poorer ROI.

What has lead to such arbitrary decisions by major brands is quite simply the measurability, control and depth of data that can be elicited from online, ensuring a culture of expedience has ensued.

Ultimately what should be the only determining factors are the cost effectiveness of the campaign and the sales and resonation they create.

Thus creating an appeasing platform for advertising is not enough for your business as you strive to optimise performance and efficiency, the content and programming has to take precedence.

Of course the fact that advertising as a whole used to be a far more binary affair: you either advertised on TV or you didn’t, ensured there was far greater clarity within the advertising world, the state of TV advertising was just as buoyant then as it is now.

What ultimately has changed since then is the decline in the usage of print and outdoor advertising and relentless rise in online, however the credibility and quality of programming remains: it just needs to be prioritised and trusted by businesses and broadcasters once more.

This has been an underlying issue within a ruthless industry that thrives on entertainment, humour, creating or and excitement.

In order to cajole both advertising budget and viewers back to both linear TV and its on-demand accomplice, the need to offer content that has compelled consumers to pay for quality content as appose to viewing it for free with ads.

Thus the crux of the issue would seem to be the disruption of the ads themselves?

Far from it, the acceptance of ads within linear TV is manifest, with program switching as ubiquitous on ad-laden TV as it is on ad-free programming on the BBC.

Thus the quality of programming needs to be re-establsihed on TV, your business craves audience, scale and spots that will ultimately serve to elicit actionable data, which can be used to improve future campaigns.

To do so a competitive meritocracy has to be established once again, we have seen before that collaboration can be a most lucrative proposition for many a broadcaster.

The BBC’s own partnership with Dave and the distribution of some of its most viewed content on ad-driven TV has led to UKTV (Dave’s co-owner) enjoying continuing profits.

Redistributing content on free-to-air channels will increase your sales and brand resonation.
Redistributing content on free-to-air channels will increase your sales and brand resonation.

Therefore an implementation of a bidding war for such content will reward creative prowess, precipitating a content war that will ensure the quality of programming reaches the fore of advertising once again.

The notion that TV provides the credibility, quality and facility to upscale audiences, increase sales and improve brand resonation continues to be upheld, it is the material that needs to be delivered once more that businesses desire their ads to be allied with.

As a result your ads will inherently be stronger aligned to programming that emotively resonates with your consumers; by attending upfront selling events you can ensure your next advertising enjoys unrivalled growth.

Thus by committing funds earlier into TV ad campaigns the quality of creative can be enhanced and implemented with greater diligence.

To begin with though, encouraging your media buyers and broadcasters to offer content that resonates and is a proven success will serve to reignite competition and grow both your TV and online ad success.

Redistributing previously lauded material will ensure competition and growth once more for advertisers, businesses and broadcasters at all: working together will assist all.

Space City has been producing TV, online and radio commercials for 25 years, creating emotive concert that has been aligned to programming to deliver long-term business growth.

Contact the team now and utilise their excellent and long-standing relationships with media buyers like Guerillascope, to create ads that are guaranteed to deliver.

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