20
TV: TIME FOR A NEW LOOK AT THIS POWERFUL MEDIUM
Time for a new look at this powerful medium
TV Shopping aside, for the moment, what is really fascinating in the current market is the sheer number of retail, direct and online businesses now producing commercials and buying airtime to drive store and web traffic, whilst enjoying positive brand exposure. With the plethora of channels competing for ad spend these days, TV campaign costs are stacking up very well indeed against other media and the ROI is encouraging many businesses to extend their use of TV.
Tere are very good targeting opportunities on offer driven by the content being broadcast – from Mums at home with small children, keen cooks, gardeners or crafts people, the mature or retired market, to the health conscious. We are talking about reaching micro-audiences rather than mass market, hundreds of thousands of viewers rather than millions, but with careful planning and buying the ads are getting to the retailer’s prime target customer. As an added “bonus” the production content can also be used to great effect online as well as on screen in stores, all building to drive consumer confidence and promote an integrated dual or multichannel push. “As seen on TV” is still a very powerful
endorsement to the consumer. It provides a reassurance that the advertiser has substance and, in essence, TV advertising allows a brand to punch way above its weight, to tell its story and to reinforce all of the other promotional activity it is investing in. In a typical household a consumer will
be watching TV whilst also using a tablet, laptop or smartphone and the response to TV advertising is instant with featured lines selling out almost immediately they are aired.
Direct Commerce |
www.directcommercemagazine.com
FEATURE
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32