There have been numerous reports and research articles over the years that have pointed to TV as being one of the most effective platforms for advertising – not just to drive emotion and achieve short term sales, but also to deliver long-term growth with a more sustained advertising strategy. However, with the huge growth of online, is this still the case?
According to figures published by WARC, TV still provides a huge and instantaneous reach that drives fame in a way that online search and social media would struggle to match, despite investment of over £15billion a year on online advertising by UK brands.
It’s also a great way to build your brand, which is hard to do via digital channels only. Using offline channels to perform the brand job is proven to exponentially improve Google brand term searches, click-through rates and ultimately, sales conversion as the consumer is already pre-disposed before the digital engagement.
And beyond Linear TV, other AV channels represent a viable addition/alternative in the form of Broadcaster Video on Demand which can be more targeted than live TV, as well as Programmatic Video on Demand, which is highly targeted potentially down to behavioural level.