As the old saying goes, “old habits die hard”. And the strong connection between big companies and TV advertising appears to stem from one of those habits. But it would be silly to think that’s the whole story. There must be some merit to TV since it keeps evolving in a rapidly changing advertising world.
Ironically, giant tech companies are among the most enthusiastic customers of TV commercials. Says who? Their massive budgets. And this already goes against common sense. Why would proponents of cutting-edge technologies be adhering to an old-fashioned advertising strategy? Which raises another gazillion-dollar question: what’s the connection between big companies and TV commercials?
That’s what we’re going to find out here. What are the unmatchable advantages of TV advertising, and whether it would be advantageous for your business? Let’s start then, shall we?
Big Companies & TV Commercials: Benefits of TV Advertising
Before getting into the details, let’s make this clear: TV commercials are often a ‘part’ of a more inclusive promotion. It’s called a 360° marketing campaign, a form of holistic marketing strategy that spreads across multiple platforms, designed to build complete brand awareness.
Companies rarely put all their eggs in one investment basket, which makes sense. Still, one could be quite surprised when looking at the number of eggs in the TV’s basket. So what makes TV advertising so unique?
TV Has Incredible Reach
Although targeted marketing has numerous advantages, it can never become an inclusive strategy simply because it singles out a number of potential clients who may or may not prefer the service or product presented to them. In contrast, TV has a broader reach, serving as a complementary marketing technique to others.
In addition, let’s not forget that the relationship between big companies and TV networks is partly due to the evolution and adjustments they have made to accommodate brands . Many TV channels and even streaming services ( Hulu, Apple TV, Roku etc) now offer their own unique tailor-made ad solutions. Hence, despite rumors suggesting otherwise, TV viewership isn’t dying. It’s, in fact, still growing in many ways, branching out from linear TV to CTV (Connected TV).
TV Commercials Are Effective
It is no mystery that TV commercials still take up a big chunk of advertising campaigns. Short answer: They work. Global television advertising revenue has remained somewhere around US$160 billion during the past few years.
Effectiveness also translates into cost-efficiency. Numerous companies were lured into social media advertisements based on fear of missing out on something. It’s a misperception that it’s a less money-consuming option. That’s not entirely wrong, but the mutual appreciation of big companies and TV advertising was in part due to the higher ROI brought about by their collaboration.
Due to technological advancements in tracking television viewership, advertising on television has become an even bigger influence in marketing.
TV Conveys a Sense of Prestige, Reliability and Credibility
Unlike 1 dollar online banner ads, TV commercials are pretty expensive compared to other forms of advertising. However, when a company can afford to pay for a TV ads, it immediately proves they’re a well-established business, with great confidence in their investment planning. Although TV advertising costs sometimes are seen as stumbling blocks, those who make the cut confer an element of legitimacy while reaching millions of viewers.
Covering Different Demographics
No doubt about it, social media has fundamentally changed how we live and work. Social media is renowned for its ability to target a younger audience. Still, many golden agers and adults aren’t full-time smartphone addicts! And even the most sophisticated targeting social media algorithms cannot reach them. But TV can.
Television has the best penetration with older, wealthier targets who haven’t found their way into the world of ever-changing technological innovations. Moreover, they’re likely to be in charge of pocketbook issues, so at the end of the day, they are the ones who need convincing.
Television Is the Place To Tell a Story
Television is a place where you can make a compelling argument about why you care about your customers’ best interests, not just sales. In this way, you promote trustworthiness and credibility. Below is a prime example of making a compelling argument for a product.
Cultivating Captive Audience
Television’s captive audiences are invaluable assets in a world turned upside down and perhaps one of the arenas where no alternative platform can provide the same advantage. Today’s fast-paced digital world doesn’t count on keeping an audience engaged for longer than a few minutes. That’s the superpower of television.
6 Tips to Create Effective TV Advertising
The secret Big companies use in tv advertising.
If you’re reading this, there’s a chance you’ve been giving serious thought to making your own TV commercial. Here are six quick tips to make the best use of your investment:
Clarity Is the First Advertising Principle
Everything should be as clear as possible, from the brand’s name to the logo and, most importantly, the service or product. Creating a secretive puzzling situation where the audience has no clue what they just watched is not an option, which leads to the next point.
1- Keep It Simple
Every second counts since you’ll be paying for every single word. Hence, make it simple and make it count.
2- Creating a Storyline
Successful commercials don’t aim to sell alone. They seek to build a story that their viewers can relate to. It doesn’t matter if it’s satirical, dramatic, or even documentary-style; it just needs some degree of honesty and possible connection to your brand.
3- Make Your Own Tagline, Theme
Very often, TV commercials aren’t one-time projects. They’re repeated at different times and settings to ensure optimal effectiveness. Characters, slogans, and themes will fortify the audience’s connection with your brand, building a sense of reliable presence.
4- Break The Pattern
Let’s face it. Most people ignore things around them unless it’s genuinely eye-catching. It’s not rocket science; be creative and hire the best.
5- Targeting a Specific Audience
Determining who you’re speaking to is a big part of every conversation. TV is not an exception. You can’t expect everyone to be your customer. Therefore, address those who might.
Bottom Line
Despite all the rumors to the contrary, the power of TV advertising remains shockingly resilient. And for big companies, it’s perhaps the best option. That being said, big companies and TV advertising are in a non-exclusive open relationship. Simply put, TV advertising best functions in a broader marketing strategy.
Consequently, we offer comprehensive, personalized solutions to various businesses looking for a real transformation in their industry. Contact us, and let’s start our new journey together.
