why online brands are turning on to tv
Post on 22-Mar-2017
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WHY ONLINE BRANDS ARE TURNING ON TO TV
ABOUTPACE MEDIA
Pace Media is a Next Generation TV and Video advertising agency.Our services include International TV media buying covering all corners of the globe, TV advert and online content production, development of YouTube channels, plus exciting new tech tools to track, analyse and plan media buying in these channels. Our clients are Games, Gambling and Tech-centred high growth brands. We work with many of the world’s brightest stars in these sectors, but they are not always the leaders. They are the Challengers, the Disrupters, and we love working with them. These are the exciting brands of the future, pushing their way to the front, and we are helping them do it.
WE USE TV TO DRIVE YOUR SALES
THE START OF 2017 HAS SEEN PLENTY OF INDUSTRY HEADLINES ABOUT THE INCREASED TV ADVERTISING SPENDS OF DIGITAL BUSINESSES. UP 8% TO A TOTAL OF £639M IN 2016, FURTHER GROWTH IS FORECAST AND SIMPLY PUT, TV IS WHERE THE SMART MONEY IS GOING.
TV ADVERTISING IS BEING REALISED AS THE MOST EFFECTIVE
FORM OF BRAND-BUILDING FOR ONLINE BUSINESSES.
THERE ARE SOME UNIQUE REASONS WHY...
THERE ARE SOME UNIQUE REASONS WHY TV ADVERTISING IS BEING REALISED AS THE MOST EFFECTIVE FORM OF BRAND-BUILDING FOR ONLINE BUSINESSES. THE FIRST IS DOWN TO THE ETHEREAL NATURE OF WEB-BASED BRANDS.
TAKE A PRICE-COMPARISON SITE, FOR EXAMPLE: THERE IS NO PHYSICAL PRODUCT, THERE ISN’T EVEN AN ACTUAL SERVICE PER SE. IT’S ESSENTIALLY JUST AGGREGATED INFORMATION, AND FROM A MARKETING PERSPECTIVE, THAT HAS ZERO TRACTION.
WHY ONLINE BRANDS ARE TURNING ON TO TV
TV ADVERTISEMENTS, HOWEVER, PROVIDE A TANGIBLE CONSUMER
TOUCH POINT:
AN ACTUAL ‘THING’ THAT AN AUDIENCE CAN
ENGAGE WITH. IT’S THE SAME THINKING THAT
ONCE PUT CERAMIC PIGS IN THE HANDS OF YOUNG
NATWEST CUSTOMERS, AND MORE RECENTLY,
FLUFFY MEERKATS IN THE ARMS OF PEOPLE
LOOKING TO SWITCH INSURANCE. TV ADS HAVE
A SUBSTANTIATING EFFECT – IF THE
PRODUCT IS VIRTUAL, TV MAKES IT SEEM REAL.
THIS LEADS ON TO ANOTHER MAJOR ADVANTAGE OF TV: CONTEXT. WHY
SHOULD A TV AD MAKE SOMETHING SEEM MORE REAL?
BECAUSE IT’S A SINGULAR MESSAGE,
DELIVERED TO A RECEPTIVE AUDIENCE –
SO THEY ACTUALLY HAVE THE CHANCE TO REACT.
IN REALITY, ONLINE USERS ARE FOCUSED ON SOMETHING ELSE, BUSY
ON-SCREEN, DISTRACTED BY NOTIFICATIONS AND ALERTS. TV AUDIENCES
ARE SITTING ON THE SOFA WITH THEIR FEET
UP – WATCHING AND LISTENING.
THE FACT THAT CONSUMERS ARE ALWAYS WITHIN ARM’S REACH OF AN ONLINE DEVICE DOESN’T MEAN THAT’S THE BEST WAY TO GET THEIR ATTENTION. RATHER, BUILD THE BRAND ON TV – WITH TRIED AND TESTED TECHNIQUES, AND USE THAT TO KICK-START A USER JOURNEY THAT CONTINUES ONLINE.
IT’S A MORE IMPACTFUL WAY TO BEGIN THAT FUNNELLING OF CONSUMERS TOWARDS THE END-TRANSACTION, AND IT’S ALSO A MUCH BIGGER FUNNEL.
THERE ARE PLENTY OF REASONS WHY HYPER-TARGETING SPECIFIC DEMOGRAPHICS SEEMS LIKE A LOGICAL APPROACH, GOOGLE AND FACEBOOK HAVE BUILT THEMSELVES ON JUST THAT. BUT THIS ISN’T ALWAYS THE BEST TACTIC.
AN ACTUAL ‘THING’ THAT AN AUDIENCE CAN
ENGAGE WITH. IT’S THE SAME THINKING THAT
ONCE PUT CERAMIC PIGS IN THE HANDS OF YOUNG
NATWEST CUSTOMERS, AND MORE RECENTLY,
FLUFFY MEERKATS IN THE ARMS OF PEOPLE
LOOKING TO SWITCH INSURANCE. TV ADS HAVE
A SUBSTANTIATING EFFECT – IF THE
PRODUCT IS VIRTUAL, TV MAKES IT SEEM REAL.
KICKSTART YOURPROJECT NOW
GET INTOUCH
BROADER AUDIENCE WITH TV
BRANDS ARE BUILT ON SO MUCH MORE THAN DIRECTING A MESSAGE AT AN INDIVIDUAL. BRANDS, BY DEFINITION, CAN ONLY ESTABLISH THEMSELVES AS PART OF A WIDER CULTURAL CONTEXT.
THERE NEEDS TO BE A BROAD MOMENTUM TO BOOST CREDIBILITY AND, ULTIMATELY, EFFECTIVELY INFLUENCE PURCHASING DECISIONS. TV CAN REACH A BROADER AUDIENCE, WITH SYNCHRONICITY, A PARTICULAR MESSAGE DELIVERED CONCURRENTLY TO THOUSANDS/MILLIONS OF HOUSEHOLDS.
THERE ARE 17 MILLION CONVERSATIONS ABOUT TV ADVERTISING EVERY EVENING IN
UK HOUSEHOLDS.
THINKBOX ESTIMATED
RELATEDREADING:
HOW TV ADVERTISING IS MAKING A COMEBACK IN 2017
CLICK TOREAD
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