Volume 4 No. 1: Which brands make sense for TV?
Historically, TV advertising has been only for extremely large, well-known brands. Just a select number of companies had the money and resources to invest in a big channel like TV. These companies also tended to fit within a few major categories. Automobiles. Insurance. Telecommunications.
But that’s far from today’s reality.
TV is for creates big brands.
Each week, we break down a common misconception around TV advertising.
TV advertising today is surprisingly accessible. Barriers to entry with TV have typically included the high costs of creative production and media, plus a lack of knowledge around measuring the results of TV.
Expanded media buying routes beyond the pricey upfronts, along with cost-effective creative production options like animation, have helped solve the first problem. Improved technology and clearer industry standards are actively working on the second issue. Plus, brands of all sizes are seeing the benefits of TV’s broad reach and visibility are worth their investment.
In 2021, 315 brands launched TV for the first time. They spanned 74 different categories and collectively spent $1.3 billion on their campaigns. These included celebrity-led brands, those targeting younger audiences, and disruptors in addition to more “traditional” TV advertisers.
DTC brands are seeing impressive success on TV. In one VAB study, DTC brands ranging from real estate to travel to apparel saw web visits increase by an average of 135% after launching TV.
What's the takeaway? TV advertising can be accessible for brands of many sizes and categories, if you’re prepared to scale based on the growth TV will drive. After all, TV isn’t only for big brands. It’s how you become a big brand.
Question: When should I think about launching TV?
We take the web’s most searched questions about TV advertising to a range of marketing experts who can’t help but love TV.
Answer: “It’s important that you're operationally ready to support the demand a top-of-funnel channel like TV can drive. Making sure your supply chain, distribution system, and customer service are optimized is a smart foundation before launching TV. From a marketing strategy standpoint, with TV, you're telling your story, driving awareness, and making a lasting connection with key stakeholders. TV helps increase brand legitimacy, build credibility, and plus, who doesn't want to see their brand on TV? A second reason for TV would be when you’re seeing diminishing returns for paid social and digital. TV as a huge driver of organic search and web traffic, and it works as a complement to digital.”
— Nicole Nye, VP Client Growth
Nicole thrives on big ideas that drive impactful results for clients. But in her spare time, you can find her whipping up new recipes in the kitchen!
Here we celebrate books, podcasts, videos, and influencers that are actively pushing marketing into the future.
Influence: The Psychology of Persuasion is perfect for marketers who want to know how to apply persuasion to consumer buying behavior. Robert Cialdini dives into the psychology of influence to identify why people say “yes.” Readers will learn how to become skilled persuaders themselves—and recognize when the principles of persuasion are used on them.
Our favorite insight? The principle of authority. People are more convinced by brands they recognize as having credibility or expertise. We’re fans of building that authority through TV, of course.
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