From traditional advertising to digital campaigns, recent trends tend to guide marketers toward the latter as the ideal route for their advertising needs. But are the old ways really gone?
In 2020, there are a lot of brands competing for consumers’ attention on almost every platform. From traditional television and billboard advertising to digital campaigns on search engines and social media, recent trends tend to guide marketers toward the latter as the ideal route for their advertising needs. However, if brands are still willing to spend $5.6 million for a 30-second broadcast spot during the Super Bowl, the old ways of television ads must still garner a return on investment.
In fact, TV is redefining its significance to consumers and advertisers with a massive reach as a trustful source for information, news and entertainment. Not to be confused with in-stream video ads seen on Hulu, Roku, Apple TV or even on social media platforms like YouTube, these video ads don’t represent linear television but rather a form of digital advertising. But is it wise to rely solely on broadcast for campaigns? No. An omni-channel advertising approach through integrated marketing channels using traditional sources like TV—in addition to digital and social advertising—is the ideal formula for a successful, results-driven strategy.
Despite the high cost of commercials during major sporting events like the Super Bowl, broadcast commercials for smaller audiences can still be feasible, scaleable, attention-grabbing and affordable. They can then be created and optimized for other digital channels with the right creative team.
So what are some of the pros of TV ads in 2020?
Televised commercials can still have a direct positive impact on engagement on either social media or through search campaigns when optimized correctly, you can use the overarching campaign but want to utilize language for a more specific / more targeted audience.
Television advertising used to have a challenge when it came to tracking KPI’s, but technology has made it easier to manage sales and other conversions. The synergy between broadcast and digital advertising will continue to boost online conversions and will aid marketers in tracking their TV commercial’s performance with analytics platforms, social hashtags and influencer engagement.
Since consumers typically watch television in the company of one of their other devices like their phone or tablet, the likelihood of a consumer seeing a broadcast ad on television and immediately researching the product online is high. This automatically increases brand awareness and sales while decreasing potential friction between the brand and customer.
Still have more questions on commercials and why you should be integrating them into your digital advertising strategy? We’re here to help you. Give us a call at 323.596.0606 or email us at sales@lure-digital.com.
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