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.

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.