TV advertising is one of the most effective marketing channels for businesses. It drives ROI by boosting consumer engagement and brand awareness, ultimately increasing sales. Leverage new technology to monetize current TV advertising budgets and drive meaningful ROI. Use cross-channel attribution to understand the impact of TV ads on key performance indicators (KPIs). Ensure that every dollar is spent wisely.
Reach
The reach of the best digital TV advertising solution for small businesses is an appealing feature for small businesses. With most Americans owning a television and 55% watching one to four hours daily, this medium can tap into a large audience and convey an easily digested message. It is also a cost-effective way to target local audiences, allowing you to invest your marketing dollars wisely and increase sales. While many marketers may be aware that TV ads can help boost brand awareness, most must realize this medium is highly effective at driving purchase intent.
A well-run TV ad generates two to four times greater purchase intent ROI than high-growth media channels. To ensure a return on investment, working with an experienced advertising agency that understands the digital world and how to maximize digital media platforms is crucial. Fortunately, technology can help brands track performance at the exact moment of impact for each TV/streaming campaign. Unlike traditional TV measurement methods, this real-time data allows marketers to connect the dots between viewership and outcome metrics (like website traffic, app downloads, etc.). This data type can shape future campaigns, optimize planning, and drive better ROI.
Engagement
A common perception of TV advertising is that it’s reserved for large corporations with budgets big enough to produce commercials worthy of the Super Bowl. However, even small mom-and-pop shops can reap traditional broadcast TV’s reach and brand awareness benefits. It just takes creative know-how and the right media partner to help them find the best avenues for TV ad production and placement.
Digital marketing has its own set of advantages when compared to its traditional counterparts, including better audience targeting and cost-effectiveness. But, digital strategies also come with their challenges, including cookie-cutter behavior and the need for a deep understanding of marketing analytics to drive ROI.
For this reason, marketers need to use a full-funnel approach when evaluating their marketing budgets. This means incorporating digital and TV strategies to maximize ROI and improve performance. One way to do this is by using connected TV (CTV) advertising, allowing businesses to place ads inside streaming content on devices. By aligning CTV ads with online and social media campaigns, businesses can amplify their messaging and offer, making the offline-to-online transition seamless for customers. This can drive better brand awareness and conversions. Combined with the right measurement strategy, digital and TV can create an integrated campaign that will leave a lasting impact on consumers.
Conversions
Whether through email marketing to announce specials or promotions, search engine optimization (SEO) to help boost website traffic, or PPC to drive immediate results, a solid digital strategy can save small businesses thousands of dollars. These tactics also work in tandem with TV to maximize ROI.
As a leading advertising medium, television has a powerful impact on consumers’ purchase intent. It generates two to four times more brand ROI than social media and short-form video, nearly equal to paid search in its average purchase intent ROI. However, traditional TV is expensive and difficult to track – especially for small businesses with limited budgets. With the advent of new technology, TV marketers can measure ROI more effectively than ever.
Regardless of the type of advertising campaign, it is essential to set clear goals for your campaigns and to measure your results. It’s equally important to have a complimentary digital strategy ready to take advantage of the demand generated by your TV campaign and capture the traffic you drive to your website.
Brand Awareness
Many companies need help with measuring the ROI of their programmatic spending. While the ROI formula can be complex, more straightforward ways to improve campaign performance can significantly affect the bottom line. One way is to track the effectiveness of ad campaigns with the help of digital tools like attribution technology. These tools can connect viewership metrics, such as impressions and clicks, with outcome metrics, such as website traffic or app downloads. These metrics can then be used to optimize TV/streaming media spend and improve marketing results.
Another way to measure ROI is by tracking brand awareness. Digital TV advertising can be a great way to reach your target audience and build brand awareness. However, it is essential to use a holistic marketing strategy that includes both traditional and digital strategies to maximize ROI. Digital TV advertising is a cost-effective form of marketing that can deliver high ROI for small businesses. This is because digital TV ads can target a specific audience, making it easier for businesses to reach their target market.
Additionally, digital TV ads can be tracked in real-time, allowing businesses to see how their ad performs. In addition, digital TV ads can be optimized by tracking the performance of ad creatives and measuring changes in brand searches and mentions before and after the launch of a television campaign. This can give businesses a clear picture of the impact of their TV ads on sales and growth.
