Advertising has been driven towards measurability and accountability, but why not transparent automation?
WHY Has it taken for new innovations in advertising play out and measurement for some businesses to question the success of their current advertising strategies?
The irony emanates from the tact shift that was instigated by many to ensure of expedited advertising campaigns, ones that were bereft of ambiguity and ensured automation increased eased the ease of advertising.
Amid this shift though toward campaigns that extricate themselves from the unknown or unaccountable, the efficiency and knowledge of where your campaigns are displaying is at the mercy of opaque, unreliable online metrics that have delivered ads to unknown audiences.
With the continuing power, increasingly measurable and autonomous TV advertising spectrum providing improved resonance and relevance to audiences, the volume of spend within online advertising have been inexplicably high.
When examined proportionately with the ratios of income the respective advertising entities deliver for your business, TV elicits the highest degree of sales and optimal business effects.
Online is secondary in terms of efficiency, but this is only in a response context; even then the efficiency is compromised from its true potential with the lack of transparency regarding true ad consumption and view time.
Through linear TV, VOD and digitally driven TVs the increasing data pools and means of implementing advertising that is both more measurable and actionable, has ensured that more segmentation of TV has occurred, not a declination in its influence.
Thus many businesses in the pursuit of more actionable, expedited and profitable advertising have fostered increased ambiguity and complicity towards inhibitive ad placement and analysis.
The notion of TV being an outdated concept at a time when consumers are becoming more impulsive and individualistic, is thoroughly misconstrued – why it has been is due to subservience, a lack of pragmatism and complacency.
Ultimately ones view of pragmatism should be shaped by what is necessarily easy, but the most lucrative, the juxtaposing interpretation of this thought process has led to propagated inefficiency.
With the ability to provide seamless and actionable reports the desire to offset the potential risks, which could ultimately implicate a marketer, with the ability to provide the accountability seemingly lacking in TV.
The paradox of this tact though is that through the advocation of a source of advertising income that is display and emotively compromised, you are perfecting an advertising metric that has less potential for success, with the very means that attracted businesses to online weaker than that of TV.
Thus the lack of long-term economic pragmatism allied to the proliferation of success transience, condemned many marketers to lament the eventuality that had been facilitated.
Therefore as you look to truly implement an advertising strategy that is risk averse you need to ensure you are perfecting the sales and branding medium which has always been stronger.
To cultivate a simile, online has provided you with access to a library of people which can be accounted for, the issue though is some of them may not be able to read or may miss your book altogether because of the distractions that lay before them.
TV on the other hand is the cinema; it’s a captive audience one that is their for the sole purpose of ingesting a singular media form, TV though has now taken the captive audience from the cinema and directed them to the next film more quickly through the knowledge of what they enjoy and why.
Therefore with TV firmly in the ascendency from an sales and analytical perspective, the incentives to firmly trust and enjoy it once again are manifest.
While online remains the most effective harvester of consumers, where you can foster increased retention and drive sales, the ability for your business to analyse and manipulate your consumer base programmatically and in realtime can now be replicated with greater credibility on TV.
Thus as you look to reinvigorate your brand awareness and drive increased sales for the years to come, ensuring that you harvest data that is constantly evolving and inherently reliable is crucial.
Given the improvements and roll-out of real-time, server side programmatic TV advertising, your media is constantly evolving and synchronising with the programming that is appropriate.
With addressable TV advertising now firmly beyond its nascent stage, the facility is there for your business to align your advertising content to the consumers who are unequivocally interested in your products or services.
Space City has been producing TV, online and radio adverts for 25 years, utilising the credibility of TV to provide cathartic advertising that elicits long-term sales.
Contact the team now and enjoy up to 600% sales increases with the power, accountability and actionability of TV advertising; why waste time and money for any longer?