TV gets a lot of love because of its enormous advertising reach.
It’s widely accepted that if you want to talk to people by the million, TV is the best way to do it. However, when speaking to such large audiences ‘wastage’ is a common worry for new-to-TV advertisers but a large reach and efficient targeting don’t have to be mutually exclusive.
Let’s de-bunk the myths:
A TV campaign = lots of wastage
Not at all! TV is bought against a selected target audience, so views from individuals outside that group are essentially free. Even better, ‘free’ does not equal worthless. The person who doesn’t need or want your offering right now could well be in a different position in the future, so those free views now can add up to sales further down the line.
Tight Targeting is Expensive
Nope! Agencies can buy efficiently using carefully chosen times of day and channels. A good strategy is paying a cheaper ‘All Adults’ cost to reach people based on channels/dayparts index highly against your target audience. For example, a daytime ‘All Adults’ campaign on selected channels can be highly effective at reaching older people at the lowest possible cost at a time they’re more likely to respond.
You can’t reach large numbers and still be selective on your targeting.
You most certainly can! A good TV buying agency will not just know what channels will deliver the numbers. They will also what days your target audience is most likely to tune in, what times they sit down to put the telly on and what programmes they love. It’s these tweaks to a schedule that turn a mass broadcast campaign into an efficient media strategy.
If your product or brand has a specific target audience, don’t disregard TV as too mass or broad. In a world where consumers are inundated with numerous communications, TV remains a powerful way to engage. With the right strategies in place, TV advertising can be a valuable addition to any comprehensive marketing campaign.
If your product or brand has a specific target audience, don’t disregard TV as too mass or broad. In a world where consumers are inundated with numerous communications, TV remains a powerful way to engage. With the right strategies in place, TV advertising can be a valuable addition to any comprehensive marketing campaign.
Discover more about AJ and TV here.
Get in touch to find out how we can make TV work for you.