The use of online platforms for advertising has become more and more controversial over the years, with its dominance rising in equal measure to its complaints. You might have seen back in the very early days of 2017, for example, when brand officer of advertising giant Procter & Gamble, Marc Pritchard, took on the online ad platforms.
In his speech, Pritchard targeted the likes of Facebook, Google and Amazon, raising the issues of fraud and transparency that had become rife in the world of online advertising, and causing shock when he threatened to withdraw his company’s ad spending from the platforms. It was a big move and one that got the world thinking.
A wider audience began to consider not only the downfalls of online advertising and the sometimes corrupt methods of addressable adverts and increasing revenue, but of alternative, safer methods that we can turn to for brand marketing. TV is one of those said methods.
Television Vs Digital Ads
Television advertising feels homely and comforting compared to online ads. It’s something we know, something that is brand safe and that has the advantage of the test of time to back it up. So, it’s not really a surprise that high-profile campaigns of over $10 million pushed around 66% of their total budget into TV campaigns, is it? It works, so why not?
In comparison to the sometimes dodgy methods of online advertising, the strategy to target audiences for TV ads is done mostly through set-top box data, which is a far safer and more reliable method. You’re also not going to be paying for ads that’ll only be seen by bots – what a relief! Your TV campaigns will be seen by a 100% human audience.
Of course, TV is also becoming more frequently streamed online which only broadens the possibilities of marketing by allowing it to cross media-channels. You can create engaging, long-form content that will be seen by a safely targeted selection of an audience on mobile devices or on the traditional television.
It’s precisely these kinds of advantages that keep the big advertising brands sticking with TV, even with the rise of digital. For example, the afore mentioned Procter & Gamble invested almost three quarters of its 2016 budget into TV – it’s just too good to miss out on!
The Future of TV Advertising
As the modern world moves forward, TV advertising is sure to also. We’re only just tapping into all the opportunities it offers across multi-channels with brand-safe targeting, but there is such a vast plane of opportunities still yet to be realized. Now, as a time when smaller, niche companies can take advantage of a more level playing field in terms of these possibilities, it’s the perfect moment to jump on board before all the big-budget giants get their foot in the door.
To do this, you need to have a skilled media team on your side who know what they’re doing. This is where we come in! Our team at The Living Room know all there is to know both about the ins and outs of TV marketing and the production of great, high quality TV campaigns across media channels. Get in touch with us and start chatting about how we can help your business get ahead today.