Ever heard the saying that television is the king of advertising media? Does this still ring true today, with the rising popularity of podcasts and mobile social use?
You might get surprised to learn how effective the landscape still is.
To help you discover the truth and plan your marketing strategy, check out the disadvantages and advantages of TV advertising right here. We’ve got three pros and three cons listed for you to consider.
Read on below to discover more:
Advantages of TV Advertising
Isn’t TV a dying medium? That’s not true. More people watch TV than you might initially assume.
Advertising on TV is still the best option, especially when compared to podcast advertising or social media marketing. It’s all about visual play and the size of the audience.
To prove this, we’ve got three big advantages listed when it comes to advertising on TV. Check out the biggest benefits of TV advertising here:
People Still Watch TV
Despite how popular mobile devices are, people still prefer to watch on TV. Streaming giant, Netflix, revealed that the majority of their subscribers opt to watch a CTV (smart TV) instead of a tablet or phone. Very few countries work the other way around, with people watching on phones more than a TV.
This means the OTT market is still a lush ocean to target. After all, you need to direct your marketing efforts where the crowd is the largest, and TV still reigns supreme in this regard.
TV Continues to Evolve and Adjust
Go back a few years and TV seemed the same as it had been since the 1950s. TV in the 1990s featured traditional commercials and big studio corporations owned all the different channels.
However, with the advent of the Internet, TV quickly adapted and evolved.
Nowadays, most TV studios now offer streaming services similar to Netflix. CBS, Disney, and NBC all offer their take on streaming subscriptions. Then there are other competitors like Hulu and HBO.
Though the formats changed, advertising is still applicable. This especially counts for local OTT services.
Higher Engagement
As mentioned, more people watch on TV compared to viewing on a phone or gaming device. However, it’s not simply about the volume of viewers. You also get a higher rate of engagement.
Think about it: compared to radio advertising, more people are likely going to pay attention since their attention is on the TV.
Most OTT networks will also play your video ads before showcasing show/movie trailers on Facebook or YouTube. This guarantees your ad gets seen even on other platforms, outside of the initial network.
Disadvantages of TV Advertising
That said, advertising on TV does have a few downfalls. Not everything is sunshine and rainbows, after all. We’re not going to mince words, here are three cons of investing in TV marketing:
Costly Production
The biggest problem with TV advertising is the expensive cost of production. There are too many factors to consider.
First off, you have to negotiate cost per second. Yes, networks will charge a fee for advertising by the second. This means an ad that runs for only 30 seconds is blatantly cheaper than one that stretches for 90 seconds.
You can now imagine how much money Apple had to pay for their long commercials. This cost per second is also the reason why most TV commercials are only half a minute long because that’s often the minimum length allowed.
There’s also the cost of video production. Making a video commercial is miles more expensive than a radio broadcast commercial. You have to worry about visuals as much as the audio.
This means you need to hire actors, a screenwriter, an editor, people for the sound and music, and a storyboard artist. If you’re going for an animated commercial instead of live-action actors, you still have to hire voice actors and artists.
You’ll need a good marketing team that can audit and track the performance of your TV ads to see if it’s worth the investment. Check for things like conversions-per-view and cost-per-view.
Of course, a good TV ad can pay for its advertising in the long run. You might successfully create something viral and effective.
Mobile Crowd
Yes, we mentioned how more people watch on TV but the mobile crowd continues to grow. Over half of the world’s population now own a smartphone.
This means TV viewing is going to have to adjust yet again soon if it wants to survive. Otherwise, mobile viewing is going to take over. Most people already use their phones to view YouTube and Facebook videos.
It’s only a matter of time before mobile phones become the main platform for TV viewing too. This is especially true since streaming networks like Netflix and Disney+ already work on phones.
Fortunately, TV technology is already adjusting. Your TV advertising campaign will still run even when people watch on a tablet or phone, for example. This means your efforts aren’t lost despite the shift in the platform.
Negotiating Screen Time
The final downside is the fact you have to fight for screen time. Other companies are aiming to market on TV and there are a few slots. There are only 24 hours a day, after all, and most of those hours are for TV shows/movies.
You’ll have to negotiate for advertising slots. For example, you might want to get advertising slots for 30 seconds during primetime hours and shows. If you’re advertising on an OTT network, you’ll have to negotiate how much it’ll cost to run your ads before popular movies.
Launch Your TV Advertising Campaign Now!
What are you waiting for? TV advertising is still king of the hill when it comes to visual marketing. Enjoy the advantages of TV advertising now!
Not sure how to make an effective ad? Looking for more marketing tips and tricks? Take a moment to read our other articles now to find all the walkthroughs you need!
