Today we live in a data-rich, low-attention-span world, which has had a knock-on effect on how brands market themselves. Couple this with a plethora of marketing channels and it’s no surprise that deciding where to allocate advertising budget has become increasingly difficult.
Against this background, it is important to recognise that the consumer is more aware than ever before of just how personal their purchases can be. Therefore, brands need to highlight factors that make a person feel a part something – and this is where TV plays a part.
When most people think of TV advertising, they think of exclusive, high-budget, prime-time spots that only “super-brands” can afford. While this was once the case, TV is nowhere near as restrictive as it once was. Over the last decade, TV has evolved massively, offering a greater variety of advertising options that cater to all budgets, objectives and scales.
I recently discussed this topic in Manchester at Standby Productions' Addressable TV event, alongside ITV. Many in the audience were surprised to learn just how affordable TV buying has become. In fact, data from Nielsen has revealed that 60% of advertisers spent under £250k last year, which has largely resulted from the growth of digital VODs and, by extension, Addressable TV.
The evolution of technology is gearing further and further towards a more programmatic experience for us all. By 2022, it is predicted that 36% of total TV advertising minutes will be Addressable TV. This digital-style of targeting allows brands, who have previously had concerns over wastage and high costs, to test this medium on a more targeted scale.
Addressable TV puts the people in front of the programme, i.e. allowing advertisers to target different ads to different audiences, while everyone is watching the same programme. It bridges the gap between linear and digital viewing by giving brands a platform to appear inside consumers’ homes (on the big screen) – at a cost they can afford.
Think of the most well-known advertising campaigns from the past 30 years and what springs to mind? The Cadbury’s gorilla? “You’ve been Tango’d”? JR Hartley’s Yellow Pages? The annual John Lewis Christmas ads?
As YouGov recently discovered, what these campaigns have in common is that nearly of them were primarily TV ads. Plus, they all continue to be talked about years after they stopped airing.
And it’s easy to see why TV is perfectly geared towards creating memorable ads such as these that deeply resonate with audiences. As an emotion-driven channel that engages across multiple senses, it is a great choice for connecting with consumers on a highly personal level. Whether it is an inspiring charity campaign that pulls on a viewer’s heartstrings, a catchy musical jingle or even a tongue-in-cheek satire, TV is the perfect medium for taking a challenger brand and transforming it into a household name.
Not only that, but because of its reputation as a “high investment” channel that only big-name brands use, by simply including TV as part of your media mix you can massively reinforce trust in your products and services. Indeed, data by Nielsen shows that TV has the highest credibility rating of any paid media channel, with 56% of consumers saying that TV ads significantly increase their trust in a brand’s reputation.
There are two main tactics to consider: direct response and brand building.
Direct response TV (or DRTV) is geared towards active TV viewers and aims to drive immediate action. It not only offers more affordable airtime costs, but also creates a “halo effect” when combined with other channels, particularly print media.
Brand TV, on the other hand, targets passive viewers, who are far more likely to be in the early stages of research and browsing. The aim of this activity is to build trust and reinforce product recall so that when these viewers do come closer to purchase, your brand is the first name that springs to mind.
However, there is also a hybrid that some people label Brand Response (BRTV) – here you are blending story-led creative with a solid call-to-action. These spots can appear in daytime as well as peak hours, offering great targeting flexibility.
To see the benefits of a tactically bought Brand Response campaign, look no further than our work with canal and barging rental company Le Boat, which drove a 174% year-on-year increase in website traffic and grew transactions by a staggering 82%:
But also remember, as marketers we need to start ascribing more value to the intangible. Like an iceberg, the majority of marketing effects often lie beneath the surface and, as TV continues to demonstrate, this long-term, brand-building activity is more important than ever before.
Accord is an award-winning marketing agency. Our team of television planners, buyers and analysts are experts in developing and fine-tuning targeted campaigns that take into account viewing audiences, competitor activity, the most efficient channels and time slots. To learn how we can help you to get the most out of your TV activity, get in touch today.
Written by Jasman Ahmad, Planning Director.