Something that we often hear at ADFX is that TV advertising is dying due to the launch of products like Netflix, Stan etc, that no one is watching free to air TV anymore and there is no value in traditional TV ads. However, TV remains the ultimate, unbeatable, undeniable brand-builder.
According to the Australian multi-screen report by Nielsen, Australians spend 2 hrs and 39 minutes of their day watching TV on a TV set and on average Aussie homes now have an average of 6.4 screens each, the majority being internet capable. Viewing is now spread across multiple devices and even though viewing time is spread, TV remains the most-watched screen, accounting for 86% of viewing across all devices (Nielsen, 2017).
Why Is TV Advertising Still Effective?
It’s believed that everyone is always on their smartphones or laptops and don’t pay attention during tv advertising breaks anymore. Of course, people are on their smartphones/ laptops, however, it’s not so cut and dry.
While research from a Google study shows that 77% of consumers use a second screen device while watching TV, this isn’t necessarily a bad thing.
In fact, over 50% of people are using that device to search for something relating to a show that their watching or to search for a product spotted in a show on a commercial.
So how do you work this to your advantage?
A great way to make the most out of your TV campaign is to team it up with a digital retargeting campaign. Once a consumer see’s your ad and then searched for your product or service an online retargeting campaign would then follow them around online serving as a reminder. This strategy ensures you’ll reach your target market regularly, regardless of how they consume media.