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.

brand-reocgnition-funnel

 

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.

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.