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5 Reasons to Anchor Omnichannel Campaigns With TV

August 3rd, 2017   ||    by Todd Wasserman

Omnichannel marketing is premised on the idea that consumers are on many devices—and on many media channels. It’s an evolution from the days when TV was the focal point of the media universe . . . or is it?

A recent study from WARC found that more and more marketers are moving back to TV-centric campaigns. In an ACN Newswire press release that examines the most effective campaigns of 2016, David Tiltman, head of content at WARC, notes that the past three years have seen a steady uptick in the percentage of campaigns that lead with TV, coinciding with fewer social-led campaigns since 2016.

Tiltman said the change in part reflects “the wealth of research suggesting that marketers should use TV to ensure maximum reach.” It might seem like a counterintuitive idea in 2017—but here are five reasons many marketers are going back to TV-led campaigns.

1. TV Drives Search

According to MediaPost, a recent study by Gfk for Hearst Television found that 62 percent of consumers search a product or service they see advertised on TV. Calls to action during TV ads can drive those results even higher. Google, for instance, found that adding the term “Search Dyson V6 on Google” to a TV ad for that product generated 1.4 times more searches than control ads did.

2. Social Media Amplifies TV’s Effect

A full 84 percent of smartphone and tablet owners use their devices as second screens while watching TV. And many of those consumers are accessing social media on those devices. As Facebook points out, some 64 percent of viewers visit a social network while they’re watching TV. Additionally, TV ads drive one in five social media engagements, according to Broadcasting & Cable.

3. Digital Works Better With TV (and Vice Versa)

Research shows that media reinforces media to create a messaging that’s greater than the sum of its parts. A 2012 Nielsen report for the Interactive Advertising Bureau, for instance, found that when an online video spot runs before a TV spot, both are more effective at increasing brand recall, general recall, message recall, and likability.

4. Personalized Messaging Will Make TV Even More Effective

In 2017, programmatic TV is still a small portion of the overall pie—eMarketer estimates it will account for 6 percent of all spending on TV advertising in 2018—but it will likely continue to grow over time. In addition, eMarketer has also projected that spending on addressable TV will grow 65.8 percent this year. Addressable could technically be delivered to some 74 million US households, but cable and satellite providers are rationing inventory.

5. TV Still Commands Large Audiences

“Large” is relative, of course. But comparing audiences today to the days when there were only three major TV networks—or even a few years ago, when video viewing on mobile and desktop wasn’t as far along as it is today—is silly. The ability to command millions of viewers for 30 minutes or more is a rare achievement in today’s fractured media landscape.

While TV advertising might not be for everyone—some advertisers might still find it too expensive—the idea that TV is passé or lacks the granular targeting of digital media is out-of-date. Looking to the future, marketers should consider TV as either a large part (or even the center of) any marketing outreach effort.

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