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If TV is missing from your media plan, you’re missing out

The Drum 30 Apr 2021 09:05

Last year, 1,243 companies advertised on TV in the UK for the first time or returned after being away for five or more years. That’s an increase of 50% on 2019.

One reason was the fall in the price of TV advertising in 2020 when the pandemic hit made it accessible to brands that had never considered the medium before. Another is the rise of advanced TV as the geographic, demographic, psychographic and behavioral targeting it offers makes TV attractive for brands of all sizes and advertising needs.

And yet there’s still a lingering sense in some quarters that TV doesn’t matter as much anymore. That it’s old-fashioned. Non-digital. Un-sexy.

Omni-channel is the marketing buzz-phrase of our times. It is defined as “marketing that focuses on delivering a consistent, personalized experience for consumers across channels and devices.”

For a long time, omni-channel was more like omni-digital-channel. There were a number of reasons for this. Established media advertising like TV tend to be measured differently; the challenge of tracking a customer journey offline makes attribution less straightforward; individually targeted messaging wasn’t really an option. In other words, established media like TV were seen as incompatible with the “consistent, personalized” part of omni-channel.

The second change is that brands are increasingly realizing that top-of-the-funnel, awareness-building activity – all the stuff that TV is great at – doesn’t need to be personalized. Targeted, great. Relevant, brilliant. But personalized? Not really. In fact there is even a suggestion that personalization at this stage might be bad for brands, because trying to be all things to all customers might weaken their sense of the brand’s identity.

What TV can deliver for your media mix

What TV can deliver for your career

TV Masters can help

So Thinkbox launched TV Masters. It’s a free, six-part course designed to deliver a comprehensive understanding of today’s TV and TV advertising. It’s relevant to all levels from students to the C-suite. And it’s also CPD certified and IPA CPD hours eligible.

So far the course has been a huge success, with 6,263 people signing up since it launched in October 2020. It’s attracted practitioners from every marketing discipline, and 95% of people graduating recommend it.

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