Why Online Brands Still Need TV
For online brands, reattributing advertising budgets to offline channels might seem counterintuitive. But once you’ve reached the ceiling of digital, TV advertising is the next step for established online businesses wanting a bigger and better space to work with.
TV helps build brands, drive sales, grow audiences and forge lasting relationships with customers.
It’s no accident that online businesses were the biggest spenders in TV advertising in the UK last year (having companies like Amazon, Netflix and Google all help, of course). But smaller, growing online businesses can take advantage too. With an average ROI of £1.79 to every £1 spent – higher than any other media – it would be unwise not to.
So where do you start? Let’s think about our objectives – advertising is about brand awareness and brand preference; your audience needs to know about you and prefer you to your competitors. Brands everywhere are trying to achieve this, and there’s not a one-size-fits-all approach to advertising (if there were, we’d be really bored).
But there is research which shows TV advertising is an outstanding tool when it comes to growing businesses. And there’s a lot of it.
It’s no surprise really – Television is everywhere
As of December last year, on average, UK adults were watching just over 4 hours of traditional TV a day. And if you’re already advertising digitally too, you’re working with a real power couple.
In joint research from Nielsen and the IAB, it was shown that if there is prior digital exposure to an ad which is then seen on TV, brand recall is increased by 33% and likeability by 40%.
The Institute of Practitioners in Advertising (IPA) says that campaigns which use TV and Digital advertising together are twice as efficient as other channels (Amazon definitely got the memo).
So, if our aim is to reach a specific audience, generate awareness and encourage preference – how does TV fare for online brands?
Well, one of TV’s main advantages is its incomparable reach. It’s the most popular medium for all age groups, reaching over 90% of the population every week (Thinkbox/BARB).
In terms of awareness, this is good news. It offers brands the space to engage with audience groups offline that they might not have had access to online. Reaching this scale of people is one thing, but you also need your audience to be engaged with your brand.
Luckily, TV excels at this too – driving over half of all marketing generated conversations (Data2Decisions/Keller Fay/Thinkbox, ‘Poetic’). It can change the way millions of people think and feel about your brand. But it doesn’t need to be seen all the time, everywhere, by everyone, to have this effect.
If there’s a location you want to focus on, you can buy regionally. If you want the first ad in this Friday’s Gogglebox, you can get it. If you want to take over a whole ad break and absolutely nothing else, à la Ronseal, you can.
Preference inevitably brings more sales, and we know that TV can deliver this by turning brands into household names. The IPA has repeatedly shown that emotive advertising campaigns are by far the most effective at creating large business effects like sales and profit.
When asked which forms of advertising makes people laugh, cry or feel emotional, 77% of the UK said TV advertising (whilst only 6% said Digital advertising) (Ipsos Media CT/Thinkbox, ‘TV Nation’).
If we think about the advertising we look forward to engaging with, TV immediately springs to mind – be it the John Lewis Christmas ad or finding out who’s in this year’s Super Bowl breaks.
Genuine engagement with customers (whether you’re laughing or crying together), is an unrivalled way to bond with your audience. More importantly, we know this can be (and is) translated into sales.
More media-driven sales are from TV advertising than via any other communication channel
TV plays the long game: campaigns still work at around 80% of their initial level in the year after they’re broadcast (PwC, ‘Payback’), meaning customer engagement certainly isn’t over after your 30 seconds are.
How we can help
At TCS Media, we believe in the power of the simple message. We think it’s most powerful when clearly communicated – in the right place, at the right time, to the right audience.
We’re experienced in TV planning and buying, and we know it works for our clients (particularly in driving new customers to a website). But don’t just take our word for it; we have powerful attribution systems in place which analyse and show the impressive effects our TV campaigns have on our clients’ businesses.
If you think TV could be the right place for your online brand, or you’re not sure and want to learn more – why not get in touch? We can advise you on how to use TV effectively, whatever your budget may be.