TV has always been a highly desirable option for advertisers when it comes to increasing brand awareness and ultimately boosting sales. But as with all methods of advertising, finding success on TV as an advertiser relies on keeping up with the latest trends and technologies.
ActiveVoice provides insightful audience data which can be used to inform every aspect of a TV campaign. In particular, a data-driven approach can identify the best TV advertising opportunities while giving the ability to segment target audiences.
For brands wanting to get ahead with their TV advertising in 2024, here are some top strategies to consider to reach audiences in the most impactful of ways.
First of all, for those who think that TV isn’t relevant anymore now that we’re in 2024 - here’s why you should think again!
Granted, advertisers have never had so much choice when it comes to where to advertise, particularly since advertising on the internet and specifically social media became possible some years ago now.
But what’s important to know is that TV advertising has also continued to advance, and now provides advertisers with incredibly insightful data about their audiences. Therefore, when this data is used to create informed campaign strategies, advertisers have the potential to enjoy incredible success when wanting to advertise on TV.
Furthermore, data from Statista about the power of TV advertising reveals:
All in all, whether audiences view content on their TVs, phones or tablets - advertisers can still tap into their target demographics specifically through the medium of TV advertising.
Now we know that TV advertising still holds all the cards, let’s cover the first strategy to be aware of in 2024, which is mobile and multiscreen options.
As consumers, we all tune into our favourite TV programs outside of the traditional TV screen in the living room format. Therefore, it’s essential to remember that these changing viewer habits exist across the board too.
While mobile is sometimes considered the enemy within TV advertising, multiscreen advertising actually means that TV campaigns can also be viewed on mobile devices, rather than mobile being a separate entity to TV. Therefore, the campaign reach for any TV advert has actually broadened.
Research has shown that when viewers interact with an advertising campaign across multiple devices this creates whats known as a ‘halo effect’. This can then have an incredibly positive effect on the commercial aims of advertisers, based on the advertisement being experienced in different ways.
However, as an advertiser, the ability for viewers to experience your TV campaign on a mobile device does require a consideration of the different physical locations this could include. For example, being on public transport or at the gym rather than just watching the TV campaign at home.
The next top strategy to be aware of for 2024 is connected TV.
Connected TV refers to watching content on streaming platforms or other internet-connected services. Known as CTV for short, connected TV has been hailed as “one of the most impactful broadcast innovations of the recent past” by Statista.
In previous times, the risk with TV advertising was that it could be a bit of a guessing game when trying to decipher where your audiences could be found. But now that connected TV provides enhanced and real-time datasets this is no longer the case.
How programmes are being consumed differently (i.e. not just through TV specifically) is made possible by connected TV. Since the likes of streaming platforms and ‘on demand’ services can also feed data back to TV advertisers, connected TV offers incredible potential for brands.
In terms of what brands need to know about connected TV and 2024 advertising strategies, this can best be simplified by providing enhanced audience targeting. Furthermore, ActiveVoice can provide incredible data for any brand wanting to advertise on TV including connected TV.
The theme of enhanced data along with automation also continues into our next trend to explore in 2024, and that’s programmatic advertising.
Programmatic advertising allows brands to automate the process of buying TV advertising. It replaces the manual sales process with a data-driven approach which makes use of real-time bidding along with highly personalised audience targeting.
What programmatic advertising boils down to is ensuring that the money spent on any TV advertising campaign is put to the best possible use. That’s because any irrelevancies in terms of audience targeting can be excluded so that campaign budgets can be maximised.
Overall, programmatic advertising is an incredibly exciting development in the world of TV advertising, and is a technique that every brand should look to employ in 2024 and beyond
New to all things TV advertising? We’ve answered some of the most common questions that advertisers like you have asked below.
Alternatively, if you have any questions relating to accessing our TV audience data please get in touch with the ActiveVoice team.
The very first step would be to outline some clear goals since every second counts with TV advertising. These goals could be to increase brand awareness, or to boost sales of a particular product. In response, a target persona needs to be identified.
With all the basic information in place about who you want to reach and what you want to achieve, the campaign creatives can be created with a clear strategy in place. From there, audience data from ActiveVoice can help you identify how to best reach your customers in terms of TV channel options, platforms and overall advertising slot options.
From a creative standpoint, TV campaigns that are compelling and have a clear call to action can be incredibly effective. Of course, being ‘effective’ also depends on knowing where to reach your target audience! This is where techniques such as data-driven insights and programmatic advertising can be invaluable. Allowing your campaigns to be led by data means irrelevant audiences can be excluded, and this lends itself well to higher engagement and overall conversions as a result.
The latest figures suggest that getting your advert on TV can cost between £3 and £250,000, though for the highest value slots (i.e. during the World Cup), costs can be even higher. While we can’t give a ‘set’ figure for advertising on TV, we can explain why the price varies so dramatically.
In short, the cost of TV advertising slots depends on the channel, the time of day, the program being shown along with whether the advert will be shown regionally or nationally.
One advantage of such seismic price fluctuations is that as an advertiser, getting on TV isn’t reserved only for brands with the biggest budgets. In addition, segmentation can be used to focus on the most relevant audiences, rather than paying to show your TV campaign to everyone.
Connected TV advertising (also known as CTV) is advertising that is delivered via internet-connected devices. Commonly, this includes streaming services such as Netflix, Hulu or other ‘on demand’ services.
Unlike traditional TV advertising, connected TV advertising offers greater opportunity for advertisers to best reach their audience, especially given the way we all consume TV has now changed. Specifically, connected TV advertising means that even if viewers are watching shows on streaming platforms, brands can still get their campaigns in front of these audiences.
Connected TV also offers the advantage of providing enhanced behavioural and geographical demographics, meaning advertisers have never had so much data at their fingertips to be able to best understand as well as target their audiences.
As with all forms of advertising, the effectiveness of TV advertising depends on having an informed campaign strategy. Alongside impactful creatives, a careful choice of platform and overall advertising slot is needed to ensure the right audience is reached with the right messaging.
By using a TV analytics platform such as ActiveVoice, brands can identify the most lucrative opportunities to reach their audience. Best of all, real-time bidding along with automation means it’s never been easier to achieve maximum campaign effectiveness with TV advertising!
TV advertising campaign effectiveness often needs to be measured broadly, since there are multiple aspects to consider when calculating the overall ROI.
Some of the metrics to consider measuring when reviewing the success of a TV campaign include reach, brand awareness, social media mentions, direct sales impact, cost per acquisition and multi-touch attribution.
Furthermore, TV analytics platforms such as ActiveVoice can provide a comprehensive set of metrics based on viewership data. Our data can help brands identify key patterns that can be attributed to the airings of their campaign to understand their overall effectiveness.
ActiveVoice is an essential tool for any brand wanting to advertise its products or services on TV.
Providing real-time analytics including BARB audience data, ActiveVoice helps brands to best understand their audiences along with their competitors to deliver successful TV campaigns.
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Or if you have any further questions please give us a call on +44 (0)333 666 7366 or email us at sales@activevoice.uk.