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The personas of the modern market are becoming increasingly tech-savvy and digitally oriented. The buyer’s journey is now a combination of online and offline interactions, from strangling their initial research to making the final purchase.
To shape and influence the buyer’s journey, copy, visuals, and banners must leave a lasting impact. The content for each stage of the journey must be optimized to engage, educate, and build trust.
Display advertising as an advertising medium is uniquely placed to achieve this, and its role in the buyer’s journey is often underestimated. Here, we will explore the different stages of the buyer’s journey and discuss how display advertising can play a vital role in each stage.
TV advertising, or television marketing, refers to placing visuals and messages on commercial television spots to promote products or services. TV commercials aim to persuade consumers and influence their purchasing decisions through audiovisual techniques. The purpose is to create brand awareness among national and international audiences, increasing the chances of sales.
Usually, 15 to 30-second spots are created for TV advertising, but longer formats have also been used. Now, brands are not just limited to traditional TV commercials. Here are some of the various forms of TV advertising that exist today:
Television as a medium has come a long way since its first demonstration in 1927 by Philo Farnsworth. In 1939, the first broadcast was made public, and the first TV commercial was aired in 1941 by the Bulova Watch Company.
In the 1950s, regulations were implemented to limit the amount and content of TV commercials. The sponsorship model, where brands would sponsor TV shows, was popular during this time. Brands like Coca-Cola and General Electric became household names through their sponsored shows.
In the 1970s, cable networks emerged, bringing about a change in TV advertising. Home Box Office (HBO) was one of the first cable networks to charge its viewers a monthly fee, creating an additional revenue stream for TV advertising.
In the 1980s, CNN, MTV, and other cable networks were introduced, increasing available TV advertising time. This also marked the beginning of 24-hour television channels, providing endless opportunities for brands to advertise their products and services.
Since 2005, the streaming services industry has exploded, allowing viewers to consume television content anytime. Now, cord-cutters, people who have opted out of traditional cable TV services, are on the rise, with a shift in TV advertising methods.
TV advertising works through a bidding system, where brands compete for ad space on popular shows or channels. The more popular the show, the higher the cost of a 30-second spot. According to U.S. News, the average cost of a 30-second spot during the Super Bowl 2020 was around $5.6 million, making it one of the most expensive TV advertising spots.
Sponsorships and product placements involve brands paying to have their products featured in TV shows or movies. For example, a car company may pay to have their vehicles used in a TV show, providing exposure and brand recognition.
Another popular form of TV advertising is Infomercials, which are longer format advertisements that resemble a television program. These infomercials often offer detailed information about a product or service and aim to persuade viewers to purchase.
Timing is almost ever more important for TV advertising spots. Brands want to reach the largest audience possible, so prime time slots during popular shows are highly coveted.
TV advertising still holds several advantages, making it a viable option for brands looking to promote their products or services. Here are some of the advantages of TV advertising:
Despite its reputation for being expensive, TV advertising can be affordable for smaller businesses and local brands. Cable networks and streaming services offer more affordable options, allowing for targeted advertising to specific audiences. Additionally, TV commercials have a wide reach, making reaching a diverse audience with different demographics and interests possible.
TV advertising is still highly effective due to the attentive nature of its viewers. Unlike digital marketing, where ads can be skipped or ignored, TV commercials are harder to ignore and often reach a captive audience. The attentive audience makes it easier for brands to get their message across and make an impact on viewers.
TV commercials have a high production quality, making them visually appealing and engaging for viewers. The creativity in storytelling and showcasing the product or service leaves a lasting impression on audiences. Additionally, high production quality adds credibility to the brand and its products.
TV advertising has the potential to bring communities together. With popular shows and events like the Super Bowl or award ceremonies, brands create a sense of community by connecting with audiences over shared interests. If done correctly, TV advertising can create a sense of loyalty and trust in the brand among its viewers.
Television is often seen as a more credible source than digital media. The legitimacy of a brand is often tied to its presence on TV, making it a trusted medium for advertising. Viewers are more likely to trust and remember a brand they see on TV than other forms of media.
No complex analytics or attribution models are needed for TV advertising. Brands can track the success of their campaigns through direct response metrics, such as increased website traffic or phone calls. Additionally, TV advertising often leads to word-of-mouth marketing, which is harder to track but can significantly impact brand recognition and sales.
Lastly, TV advertising takes advantage of the home entertainment experience. With advancements in technology and streaming services, viewers can now watch their favorite shows on-demand or binge-watch entire seasons simultaneously. Multiple exposures to advertisements during this experience lead to better brand recall and a higher likelihood of making a purchase.
While TV advertising has advantages, it also faces several challenges in today’s digital age. These include:
Audiences are no longer limited to traditional TV channels. Streaming services and on-demand viewing options have led to a fragmented audience. With viewership spread across various platforms, it becomes harder for brands to reach a large audience through TV advertising alone.
Digital media platforms, such as social media and online video streaming, have become popular alternatives for advertising. Channels like YouTube and Facebook offer targeted advertising options, making them attractive for brands looking to reach specific audiences. As a result, TV advertising faces stiff competition from these digital platforms.
The cost of producing high-quality TV commercials has significantly increased in recent years. Additionally, the demand for prime-time slots during popular shows has also driven up the cost of airtime. Smaller brands and businesses may struggle to afford TV advertising, especially compared to the lower-cost options available on digital media.
The average attention span of viewers has decreased, making it harder for TV commercials to capture and hold their attention. With the rise of on-demand viewing options, viewers can skip ads or simply tune out during commercial breaks. The decline in viewership also means a smaller audience for TV advertising.
Despite these challenges, TV advertising remains relevant and effective. According to Gitnux, traditional TV viewership remains relatively stable, with people in the US watching an average of 2 hours and 55 minutes of TV each day. This indicates that TV advertising still has a large and captive audience.
Furthermore, with the rise of streaming services, households now have access to an average of three or more subscription video-on-demand (SVoD) services. This means that TV advertising has the potential to reach a wider audience through these platforms.
Moreover, studies have shown that TV advertising has a higher return on investment than other media forms Regarding future trends, experts predict that integrating technology into traditional TV advertising will make it even more effective in the coming years. Data and targeted advertising will allow for more personalized and relevant commercials, increasing the chances of audience engagement.
