TV commercials
Since its inception, television has occupied an important place in people’s lives, making it a great tool for reaching a large audience of potential customers. Since the 1950s, TV advertising has been a popular way to increase sales, and it works effectively for both the B2C and B2B segments.
Advantages
TV advertising for promotion is widely used in all countries because of its advantages:
- Audience coverage. Commercials are broadcast to a huge number of people, with a high frequency of screenings. Despite the fact that more and more users prefer Internet sources, television is still an effective tool for attracting customers.
- TV advertising engagement. Television provides a high percentage of influence on the audience. Commercials on TV provide about 30% of sales, this type of promotion inspires more trust in people than online marketing.
- Payback. In most cases, the cost of television advertising pays off, in addition, the budget for them is easy to plan.
- Promotes brand awareness. Thanks to regular repeats of commercials, people remember the company name and its offerings better. In addition, advertising provides a high density of audience coverage.
B2B advertising on TV
Examples of large companies demonstrate the success of B2B advertising on TV, among them LinkedIn. The employment platform launched its commercials, and the flow of customers to the portal increased significantly. In this case, LinkedIn impacted an audience of viewers who are unhappy with their jobs and want to find a better place.
However, like any other channel for promotion, TV advertising has its own peculiarities. To effectively influence the target audience, you need to know when the audience watches TV – in the morning, in the evening, or at lunchtime. Having analyzed this characteristic of your potential clients, you can order the broadcasting of your ads at a certain period of the day.
When developing commercials, it is important that they are adapted to the specifics of the target audience. The commercial should convey the right message to consumers. Only in this way will it be an effective promotional tool.
Interestingly, indirect promotion is also considered successful when people are forced to watch TV while waiting for a doctor’s appointment, in a store, cafe, or gym. Moreover, promotion through TV works even when the included channels are a background accompaniment to various activities or parallel viewing of social networks.
According to the data, despite the high price of TV advertising, it gives the best rate of return on long-term investments. The figure in this case is $18.3 for every dollar invested. It can be concluded that the Internet will not be able to displace television and TV advertising. Moreover, still an effective way to attract a huge number of people. Also, make the brand recognizable to different categories of buyers.
