3 Tips for Effective Television Advertising

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Recently, Global TV Group gathered data on the television viewing habits of people in 19 countries. The results revealed that TV reaches 70% of the populace in a day, 90% of the week, and nearly 100% in a month [1]. A separate study showed that 85% of television (not sports-related) is still viewed live [2].

These statistics clearly show that television has a huge presence in people’s lives, making it a powerful advertising medium. And businesses are taking notice. Even digital corporations like Amazon, Expedia, and eBay are spending more than $5.9 billion on TV ad spend in 2017. That’s a 10% growth over 2016 [3], and this trend is expected to continue in 2018.

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Corporate business owners obviously know that effective television advertising campaigns help bring in quality leads. But even small, local businesses with much smaller budgets can take advantage of TV’s marketing potential. If you’re considering using television in your ad campaigns, we’ve put together a few guidelines to help you get started.

1. Make the Most of Your TV Advertising Budget

TV has the ability to impact people with both visual and audio effects, giving you more opportunities to bring your ideas to life. However, this means there’s more opportunity to spend money. The good news is that you don’t need to spend all of your advertising budget on TV ads. Here are a few tips on creating a cost effective television advertising campaign:

  • If pricing is a concern for your business, keep in mind that many stations sell advertising packages to put ads in consistent rotation and build brand recognition. Some local stations offer local rates for smaller, regional businesses. A little extra research can save you a lot of money.
  • Keep in mind that you are working within a very specific time frame. If you bought time for a 30-second ad spot, that’s it. Once those 30 seconds are over, your commercial is cut off. Make sure your ad fits the time specifications to get the most out of the money you’re spending.
  • Make those 30 seconds count by hiring a production company to give your ad a more polished look. A well-done ad helps establish your company as a credible and professional business. Many production companies offer a variety of pricing options, so you can find one that fits your budget needs.

2. Understand Your Target Audience

To really sell your product or service, you need to know your target audience, and the best way to reach them. With that in mind, make sure your commercials are on the right channels at the right times. For instance, if your product targets young professionals, it would be best for your commercial to air before or after standard work hours. Or, if you offer a service to retirees, consider airing your commercial on a channel that shows older TV shows.

Research other commercials that sell a similar product or convey the same tone as your commercial. See what tropes will work best for you, and how you can break out of the mold to set yourself apart. Some of the most effective television advertising campaigns included ads that were memorable in some way.

One way to get your product or service to stand out among the countless TV ads is to use a vanity 800 number as part of your slogan. An unforgettable toll-free vanity phone number is proven to be easier to remember than a local or numeric toll-free number. Consumers are also more likely to recommend your business with other people if you provide a unique number for them to share.

Additionally, just like hiring a production crew, it gives your business a more professional image. Using a vanity phone number in your television advertising can help guarantee that your TV commercial stands out from the competition, and provide your business with more quality inbound leads.

3. Include a Strong Call-to-Action

The most important feature for your commercial to have is a memorable call-to-action so customers will contact you. It’s not enough for people to know who you are and what you do; they need to know how to reach you when they need your services or product. You can also use your call to action to measure the overall effectiveness of your TV ads with call tracking data.

Even if you aren’t using a vanity number, using a phone number with call tracking capabilities helps you track which ad got the most leads. Call tracking goes beyond top box and census-level information and provides you with more precise data on who is calling you and when. This helps you tweak your advertising efforts for future campaigns. Running only your most successful TV ads will also help you stay within your advertising budget.

Effective Television Advertising Takeaway

Television remains a mainstay in people’s lives, and TV advertising continues to have an effect on audiences of all demographics and ages. All businesses, regardless of their size, should make television advertising part of their marketing strategy. Remember, with a little research, you don’t have to break the bank to incorporate TV ads into your marketing plan.

Sources

  1. Marketing Tech
  2. RampUp
  3. Advanced Television

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