The advent of digital marketing has changed everything about business promotions, with brands gravitating more toward online mediums. TV advertising is no longer the primary cornerstone of marketing strategies because it falls short on the personalization front. Moreover, it costs far more than digital marketing. However, brands and marketers cannot expect to give up on TV ads completely because the medium still has a huge audience.
In fact, the channel will likely always have loyal viewers sticking with it, no matter how internet-savvy people become. As a marketer, you must integrate TV advertising into your promotion mix. But it is vital to adopt the right strategies and follow the latest trends to maximize the ROI of these campaigns. Let us share a few valuable insights about making the most of TV advertising in 2023 and beyond.
Reach out to multi-screen viewers
With the advancement of technology, viewers can watch TV on any device and screen. Many users already prefer to access their favorite shows and movies on their mobile devices through subscription services instead of running them on traditional television. You cannot overlook this section of viewers when it comes to designing your outreach campaigns. Besides using mobile device users, you must cover the audience using other devices such as computers and tablets. Ensure that your television ads are designed to run across all channels and platforms so that your audience feels connected to your brand on multiple levels.
Get your mix right
Besides targeting users across different devices, you must also get your ad mix right. The rise of streaming and “on-demand” services has changed the game, with more and more consumers moving toward OTT-based entertainment. But you cannot overlook the role of traditional TV advertising because linear TV still has a fair share of consumers. Moreover, OTT platforms offer ad-free subscription services. It means you cannot reach people who pay extra to watch uninterrupted content. The key lies in finding the optimal mix that gets your ads to the maximum number of viewers, so you must not miss out on both forms of advertising.
Think programmatic
Another measure to make the most of TV advertising in 2023 and beyond is to think programmatically. The approach automates the process by airing ads at the best time and ideal place. Additionally, programmatic TV extracts valuable data immediately after ad airing, so marketers can optimize campaigns accordingly. In both ways, the technology allows TV to compete with digital marketing and enhance campaign performance by relying on helpful data and metrics.
Leverage the potential of interactive advertising
Modern businesses have the opportunity to leverage interactive content for advertising, so they must make the most of it. Streaming platforms such as Amazon enable consumers to visit brand websites and check the products after watching their ads. Viewers watching them on smart devices like smart TVs and mobile phones only need to click a button to reach the website or contact the business. They are likely to pay more attention to brands and products instead of tuning out advertisements and focusing only on the content they want to view. Having interactive content empowers brands to stay on top of the consumer’s minds even if they only check their websites and products.
Prepare for a cookieless future
Consumers are more privacy-focused than ever, so they are not happy about businesses using cookies to track them for marketing purposes. Marketers should prepare for a cookieless future sooner than later, and it applies to TV advertising as well. You will have to look for better targeting methods to understand audience expectations and deliver personalized ads accordingly. Being ready with a strategy will enable you to align content with your audiences without compromising their privacy. Buyers will have more reasons to stick with your brand when you respect their views and show them the ads they actually want to see.
With video advertising being the mainstay of promotions, TV ads will never be out of vogue. You must include them in your promotional campaigns to capitalize on a valuable set of the target audience. But it is vital to align with the modern concepts of TV advertising to maximize your reach and impact across all channels. Ideally, you must cover both traditional and streaming viewers to get the best of both worlds. Moreover, you should not fall short on the personalization front because modern consumers prefer special treatment instead of being bombarded with random promotions. Following these tips can take your TV advertising strategy on the right track in 2023 and beyond.