TV Advertising: Traditional Isn’t Cutting It Anymore

The Main Goals of TV Advertising

Branding has long been the First, Middle and Last reason to advertise on Television. If potential customers don’t know about you, why would they buy your products or use your services? Brand awareness creates trust, generates leads, and ultimately creates sales and the growth of your business.

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For this reason businesses have used TV advertising to:
•  Create brand recognition by reaching the greatest number of viewers.
•  Attaining a frequency level that will promote memory retention.
•  Demonstrate value through emotion and visuals

And TV ads are great at achieving all three. But TV ads have become more expensive and less effective in the last few years due to a number of changes. Let’s take a closer look at the current state of Traditional TV Advertising.

The Current Characteristics of Traditional TV Advertising

  • Broadcast TV ads are expensive.
  • Television advertising is broadly targeted and ad buys usually include a lot of “waste” (the ad reach you pay for that is not relevant to your message).
  • Clutter Ridden – Television is overflowing with advertising. 25% to 35% of the broadcast airtime is now being filled with commercials
  • Ads are purchased based on ratings. Ratings are based on a small sample of the population and cannot guarantee how many people actually tune into any particular program.
  • TV ads are sold on a cost per thousand (CPM) basis.
  • Audience delivery is impossible to measure, as ratings are estimations and it is impossible to track what percentage of viewers stay tuned during your ad’s playback.
  • Under-delivery is fairly common
  • Reporting is horrible and slow. Actual run time/placement is only available by requesting a program log. It is nearly impossible to receive a log in a timely fashion. Especially from a Cable Operator.
  • Return on investment is very hard to calculate. Direct marketing messages are the only surefire way of seeing true ROI and actual effect on purchases based on the ads

Modern Television Advertising from It’s Relevant TV

It’s Relevant TV allows advertisers to forge brand recognition with pin-point accuracy and benefits. Unlike cable TV that targets channels and times of day, IRTV goes deeper.

1. Reach screens that are located in businesses in specific categories.

2. Market through televisions in specific zip codes.

3. Your commercials are shown in single ad breaks. This means that your ad is the only ad in a break, so all attention is on it.

4. You can target location types that have screens near point-of-purchase, allowing product owners to push their products in areas that they can be immediately purchased.

5. Reliable and immediate reporting. You can see the exact screens and the minute and second your ads have played on them.

6. Affordable at just $0.30-$0.50 per play per screen.

7. Extremely scalable with 24/7 controls. You can concentrate your ads when it makes the most sense for you, and scale back when it doesn’t.

8. Multiple ad messages. You can run multiple video ads at the same time and It’s Relevant will automatically distribute the messages evenly.

9. Ads are associated with family-friendly programming displayed in prominent public places.

For more information on this new advertising platform please contact John Lunghi by emailing him at: john {at} itsrelevant.com or by dialing the main office at: 203-588-1689.

Top 10 Reasons to Cancel Cable TV or Satellite TV in Your Business

Are You Using Cable or Satellite TV in your Business?

Cable TV and Satellite TV costs are on the rise, while they continue to offer little benefit for your business. Business owners are finding a better way to utilize their TVs, to not only entertain their customers, but to make the business more money at the same time. Why only spend money on cable/satellite when you can be making money with  It’s Relevant TV?

The Top 10 Reasons to Switch (Video)

1. Cable TV COSTS Money, It’s Relevant TV MAKES you money.

It’s Relevant TV is designed to make your business money by integrating your own promotions, videos and social media into the programming. These integrations lead to an increase in the average customer spend, social media followership and return visits/referrals. Traditional TV doesn’t give you any customization, while IRTV lets you customize every part of what’s being delivered to your customers.

2. Competitive Ad Block®

Cable and Satellite TV have a ton of commercials, often 16-22 minutes an hour. And while everyone expects to see commercials on TV, the one thing you as a business owner shouldn’t tolerate is a competitor to advertising in your location.

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If you own a Mercedes-Benz Dealership, would you want a BMW commercial being played to your customers? Of course not. That’s why It’s Relevant has Competitive Ad Block®. It comes with all IRTV systems, and automatically blocks out ads from your industry competitors.

3. No Repetitive Loop & Better Content

If your TV is tuned to a news network you’re likely showing the same content over and over on repeat all day long. A repetitive loop just makes customers feel like they are waiting longer, and no one wants that! It’s Relevant TV is different. The programs never loop! Instead, we bring in fresh content all day long and switch between different content types to keep things interesting.

TV has a lot of channels, and you may find your staff and visitors having to change between them during the day. It’s Relevant TV has just as many choices, but instead of picking one channel, you choose all of the categories of content your visitors will enjoy most. We change the channel for you throughout the day, switching up the programming types every few minutes, increasing the number of touch-points you have with your customers.

4. Display Your Own Ads

Short of buying expensive advertising spots, Cable and Satellite offer no way to get your ads and messages across to customers. It’s Relevant TV makes it easy to feature your messaging next to the programming. You can create and upload images right from your computer or smartphone. IRTV handles the rest, rotating through your ads constantly throughout the day.

You can even set specific days or hours of the day to show specific ads. So for instance, if you run a restaurant, you can have breakfast specials shown until 11am, lunch until 3pm, and dinner for the rest of the night.

5. National News & 5-Day Weather Forecasts

Cable and Satellite TV offer a variety of weather and news channels. But you have to be tuned to one of the channels to get the information. As we all know, any extended viewing of news or weather leads to viewer boredom.

It’s Relevant TV allows you to mix in news and weather information seamlessly throughout the day amidst other more entertaining programming. So you can have food shows, travel programs, celebrity interviews, and news/weather all together instead of being stuck on a single repetitive channel for hours.

6. Real-Time Social Media Display (Facebook, Twitter, Instagram)

Is your business on Facebook, Instagram or Twitter? How do you encourage people to follow your accounts? Are you getting real customers to follow you?

It’s Relevant TV will display your posts in real-time, showing your most recent photo and text updates to your customers. This is great because it encourages people that have been to your location to follow you. People that have physically been there are more likely to return when following you than someone that’s never been to your location before.

7. Display Your Own Videos

Cable and Satellite TV offer no way for you to display your own videos. You’re just stuck with the channels they provide. It’s Relevant TV is different. If you have a TV commercial or two, you can run them on your TVs. If you have a video message from a staff member for your customers, you can have it displayed for them. It’s as easy as uploading a video from your computer, or recording one on your phone. It’s Relevant TV takes care of rotating your messages evenly throughout the day, and even adds subtitles to your video productions so that they can be displayed on the TV without sound if you desire.

8. Sell/Barter Your Ad Space

Are there businesses in your area that might want to advertise to your customers? It’s Relevant TV provides you with a platform to display the ads and make direct revenue from them.

Let’s say you run an office, and across the street there is a restaurant. As people wait in your office they could see an ad for a special deal at the restaurant. You could charge the restaurant $50 or $100 a month to display their image ad on your TV, however much you choose – you set the price. And you keep all of the revenue.

9. All Family-Friendly Content

Unlike Cable and Satellite TV, It’s Relevant TV only provides content that is prescreened and family friendly. It’s far too often that cable channels have a tame piece of programming one minute and something disgusting, offensive or inappropriate the next. It’s Relevant TV gives you as a business owner piece of mind.

10. Easy Installation

Cable and Satellite TV require long installations, large windows of time for an installer to come, complex wiring, drilling holes and a lot of headaches.

It’s Relevant TV comes as an easy self-install kit. It takes just 5 minutes to get going, and you can do it on your time, when it’s convenient for you. No holes to drill, no shady installers to have to deal with- Just the TV programming your business needs on your terms.

Consult with a TV Expert

It’s Relevant TV offers a free consultation with business owners. You can reach TV specialists by emailing retail {at} itsrelevant.com or by calling (855) ITS-RELE between 8:30AM and 6:00PM EST, Monday-Friday.

Competitive Ad Block® for Customer Retention and Business Loss Prevention

What’s on Your Business TV?

Televisions are becoming a fixture in businesses throughout the United States. While many business owners have decided to buy TVs, not many put much thought into what is displayed on them. TVs can help visitors pass the time but they can also draw customers away from you, and to competing businesses and products.

Block Out the Competing Ads with Competitive Ad Block®

It’s Relevant TV blocks out all competitive ads from your television. In a car dealership, you will never see another car dealership message on your screen. In a restaurant, It’s Relevant TV will not show any other dining establishments. IRTV’s proprietary technology takes care of the blocking automatically and infuses your TV with more relevant TV programming in place of lengthy ad breaks. It’s Relevant TV shuts off ads that could be harmful to your business, while reducing the number of overall ads significantly to make your customers happier viewers. The average hour of cable television includes between 16 and 22 minutes of advertisements. It’s Relevant TV limits ads to 3 minutes, making sure that the focus of the television is on the satisfaction of your customers. You can learn more about the differences between cable TV and It’s Relevant TV on the official site.

Blocking Competition in Car Dealerships

Imagine you are sitting in a Ford Dealership getting your car serviced. You may be waiting a few hours and have a TV in front of you. The television, like many, is tuned to a local news station. In the time you are there you will not only see the TV programming that the channel offers, but also countless ads for other car dealerships. Chevy, Kia, Hyundai, Honda, Toyota, Mazda… all appearing on the screen as you wait. Catchy Ads showing happy customers, great lease specials, low financing rates, credit guarantees– all much more attractive than the car you are waiting to get back.

This is a real problem for the business. As you certainly know, cars are big ticket items. They are generally the second largest purchases people make in their lives. If only one or two people in the service center are pulled towards another brand over the course of a year, the negative impact on the dealership is in the thousands of dollars.

Blocking Competition in Restaurants

Now imagine you are in a restaurant eating your meal.  On the TV, you see an ad for a competing establishment offering great prices and appetizing food. While the ad may not keep you from your current purchase, it could very well give you an alternative idea for your next meal, instead of coming back to the restaurant you are in.

As silly as the quick video we prepared above may seem, the effect is very real. Regular TV exposes customers to competitors when they are most impressionable. As a business owner, you would never welcome a competitor to walk in at your business location to hand out their coupons, offer better deals, or speak directly to your customers. So why allow it to happen through your TV?

The answer is simple: Up until now there wasn’t much of a choice. If you wanted to entertain customers with your TV you had to deal with the ads. But with It’s Relevant TV‘s Competitive Ad Block®, you block the competing ads, and keep great TV programming.

Facebook Video Ad Viewing Times Inflated, ROI Questioned

Recent news has broken about the inaccurate reporting of video playback times on the Facebook platform.  Facebook’s reporting suggested higher message playback than actually happened.  In a post on the Facebook advertising help site, Facebook announced the discrepancy and explained the difference between how it defined the statistic, and what was actually measured.

We had previously defined the Average Duration of Video Viewed as “total time spent watching a video divided by the total number of people who have played the video.” But we erroneously had calculated the Average Duration of Video Viewed as “the total time spent watching a video divided by only the number of people who have viewed a video for three or more seconds.

New Changes In Place

Then in response to this discovery, Facebook says it’s introducing two new metrics in hopes to save face:

Video Average Watch Time: the total watch time for your video, divided by the total number of video plays. This includes plays that start automatically and on click. This will replace the Average Duration of Video Viewed metric.

Video Percentage Watched: reflects the percentage of your video somebody watches per session, averaged across all sessions of your video where the video auto-played or was clicked to play. This will replace the Average % Video Viewed metric.

What does this mean for you as an advertiser? It means that if you advertised on Facebook over the past couple of years you have likely been misled. You likely have an unrealistic ROI measure if you were using the “average duration of video views” metric. Most noteworthy is that Facebook is never aiming for a 100% playback of your video. The platform operates with distracted individuals in mind and is not the place to deliver a real ad message.

A Facebook Ad Alternative

TV Advertising Digital SIgnage Business Television
TV Advertising on It’s Relevant TV

Instead of playing back fractions of your video ads to viewers that may be largely irrelevant to your messaging, you could be utilizing It’s Relevant TV’s Advertising Platform. It’s Relevant TV puts your video messages on television in public places and only charges you for FULL PLAYBACKS. The price is about 1/100 of what standard TV ads cost. Advertisers can target by geographic location and business type.

For more information you can call the toll free office line: (855) ITS-RELE or visit online at: http://www.itsrelevant.com/advertising.