In the ever-evolving world of advertising, it's essential to explore diverse channels to promote your brand effectively. One such channel that has shown remarkable potential in 2023 is TV advertising. Despite the rise of digital platforms, TV remains a potent tool for fast-growing brands, offering unique advantages that are often overlooked. In this blog, we delve into the reasons why TV advertising is a must-consider strategy for businesses aiming to expand their reach and impact.
Cost-Effective Testing Opportunities
Contrary to popular belief, TV advertising can be surprisingly affordable, especially when considering remnant ads. These are slots that broadcasters sell at the last minute, often at significantly reduced prices. You can expect to pay as little as $1 to $3 CPM (cost per thousand impressions) for prime networks like ESPN or CNBC. In contrast, Connected TV (CTV) advertising, which allows for more targeted user-based advertising, might cost between $10-30 CPM. The ability to target specific audiences on CTV adds value despite the higher cost.
Boost in Search Traffic and Brand Awareness
A well-crafted TV advertisement can significantly increase brand awareness and search traffic. When your ad clearly communicates who you are and the problems you solve, you'll likely see a spike in branded search traffic and inbound interest. Including a promo code in your ad can lead to direct increases in website traffic and sales. This phenomenon is vividly demonstrated in campaigns like "Hint Water TV," where the integration of TV offers with digital marketing strategies like sponsored Google ads can yield impressive results.
Effective Funneling with TV-focused Landing Pages
To capitalize on the traffic generated by TV ads, it's crucial to have a robust funnel in place. Key strategies include:
- Aligning landing page creatives with the TV ad to maintain consistency.
- Efficiently collecting first-party data, possibly through incentives like giveaways.
- Presenting compelling offers, tailored to the nature of the product (e.g., higher discounts for consumables).
- Reinforcing brand credibility and ensuring security of customer information.
- Communicating effectively about the brand, its values, and the solutions it offers.
Enhancing Performance Across Other Ad Channels
TV advertising can elevate your brand's profile, enhancing the effectiveness of other ad channels. Many brands experience a plateau in returns on platforms like Facebook or Google, where increasing budgets doesn't proportionally increase returns. Introducing TV ads can raise this ceiling, often leading to increased budgets and decreased cost per acquisition (CPA) across digital platforms. This "halo effect" results in a more efficient allocation of your digital ad spend.
The Prestige of the “As Seen on TV” Badge
The "As Seen on TV" badge is more than just a label; it's a mark of trust and quality. Products advertised on TV are often perceived as reputable and reliable, partly due to the longstanding belief that TV exposure is a sign of a brand's success and credibility. This badge can be a game-changer for brands, distinguishing them in a crowded market.
Conclusion
In summary, TV advertising offers a blend of affordability, increased brand awareness, enhanced digital marketing efficiency, and a prestigious reputation. As digital landscapes become increasingly saturated, TV presents an effective avenue for brands to differentiate themselves and reach wider audiences. For fast-growing brands looking to make a substantial impact, the potential of TV advertising in 2024 and beyond is undeniable.
