Branding is an important role for business growth and I feel TV plays an important role in that.
However, please note, I said Business Growth – which means you need to start branding on platforms like TV once you have a basic layer of customers and you are looking to scale-up.
Business owners, marketing managers & media planners are always looking for ways to maximize the impact of their advertising campaigns. They combine creative thinking with factual analysis to develop appropriate strategies to ensure that campaigns reach their target audiences as effectively as possible.
Here are four reasons why smart media planners prefer to use TV as their primary channel and use its reach to build brands.
Reason 1: TV Gets You Massive Reach
Every media planner knows that reach is a major advantage with TV ads and advertisers have the best chance to reach a large audience through television.
Companies focused on generating brand awareness often have reach as a major objective and channels like B4UAflam and B4UPlus which are Free-to-Air channels provide an even greater reach than Paid Channels.
Reason 2: Attention Spans are Longer on TV
The average attention span for the notoriously ill-focused goldfish is nine seconds, but according to a new study from Microsoft people now generally lose concentration after eight seconds, highlighting the affects of an increasingly digitalized lifestyle on the brain.
As the digital world unleashed huge amounts of information on us, we had to deal with the constant bombardment of information, so we shortened our attention span from 12 to 8 seconds to help us multitask, prioritize, and consume quickly and efficiently.
The result is that consumers have very little patience for online advertising because of the flow of information. However, on TV we are on a single-focus information channel and hence TV commercials are well received and brand retention is far more effective.
Reason 3: Consumers Don’t Like to be Stalked
Imagine you are visiting an online shoe store and decide to leave without purchasing. Don’t be surprised to see those shoe ads following you around the internet. You can go to Facebook or Instagram and even visit YouTube or Linkedin. Wherever you go those shoe ads will keep stalking you.
It gets even more irritating when you finally decide to go out and buy those shoes. The online advertiser sadly does not know that you have purchased those shoes and keep serving those ads to you.
The internet and social media have turned advertising on its head leading to some truly innovative advertising trends. However, the way they follow consumers around and show re-targeting ads have frustrated consumers.
The smart media planner knows that this kind of stalking won’t happen on TV and this is precisely why they use this trusted media to showcase their best brands.
Reason 4: TV is the Fountainhead of Quality Content
While funny cat videos and celebrity bloopers become instant hits on social media, consumers are not funny engaged with these one-hit wonders. That is why they crave the quality content that is produced especially for TV.
Sitcoms, soap operas and reality shows have been enthralling audiences for decades and consumers still make time to watch their favourite TV shows. The emotional engagement they receive from these shows is unparalleled and this is precisely why TV helps advertisers to speak to the consumer’s heart.
How to Take Advantage of TV
All of the above four reasons make TV the number one choice for media planners. In MENA, it is best to tap a free to air channel to reach massive audiences.
Feel free to reach me in case you need any help before executing your next TV plan. I have participated in strategizing and executing major sales campaigns for a number of the leading regional television channels, including ARY Digital, NEO Cricket, Zee Aflam, Zee Film Hindi, B4U Aflam and B4U Plus, contributing in recent years to multi-million $ revenue generation.