Behind the Screen - The Power of TV
In the ever-changing landscape of modern society (and the media), where visual storytelling has become a ubiquitous part of our daily lives, there's a classic favourite that still profoundly impacts how we perceive, learn and connect - good old TV.
For marketers, there are always plenty of reasons why TV should be a key consideration in any marketing plan. This guide explores the layers of influence woven by the small screen, highlighting five reasons why it's still a big deal.
It signals brand trust - different media channels communicate brand signals in various ways. TV stands out by signalling a brand's trustworthiness and superiority.
It reaches dual screeners - a lot of people watch TV with their phones in hand - up to 40% are even surfing the internet while watching TV.
It leads to efficient and effective online journeys, prompting people to search for a brand specifically rather than by category.
It delivers on the long and short term, making it the champion in generating overall sales volume.
It provides a halo effect on other channels - it doesn't just do its thing in isolation; it boosts the effects of other channels by up to 54%.
In short, TV retains its distinct talent for signalling trust, engaging dual screeners, and paving the way for efficient online journeys, cementing its position as a central player in the advertising scene. As we navigate the dance of long and short-term effectiveness, it's clear that TV not only triggers immediate volume, but also amplifies the value of other channels. As brands tell their ongoing stories, television acts like a reverberating chord, leaving a lasting impression beyond the visual experience.
Jasman Ahmad
Jasman is our Strategy Director and responsible for combining creative thinking with factual and statistical data to plan and solve clients’ biggest challenges.
