Effective promotion in the media - TV advertising
Who doesn't like to immerse themselves in a different reality sometimes? Turn on the TV and get away from problems? Often times, the pilot is an object of desire - after all, it is thanks to him that you can decide what to watch. After the advent of online services that allow you to watch the movies and shows you want and whenever you want, there was talk of the fast end of television. For now, however, it is getting better and better - it offers more and more possibilities and can attract the viewer's attention as well as his money. Is TV advertising a good idea for promotion? Are its costs high? Read on and learn how to create an effective TV campaign.
Television - an effective marketing tool
Let's start with what distinguishes television as an advertising medium. For the audience, it is certainly very attractive and expressive. It involves reaching the viewer with sound, image and movement at the same time. This also causes its great plasticity in shaping messages. Especially today, in the era of computer effects, we can implement many ideas, devoting relatively little financial expenditure to it.
Television is able to build the emotional involvement of the audience and at the same time enjoys great authority, thanks to which it can "create" the world of the audience. Some media researchers even claim that media coverage shapes it through topics that are discussed with friends - these may be opinions about the fate of the heroes of a favorite series or commenting on political events.
Contrary to appearances, television is a relatively cheap advertising medium - due to the popularity of spending time in front of it, the cost of reaching a single viewer is low. The current shape of the media market also gives the opportunity to select channels, which makes it easier to reach viewers with very specific interests. The development of technology and the availability of professional video and sound recording allow you to choose an attractive and affordable offer for the production of video materials.
What are the disadvantages of TV advertising?
The downside of TV commercials is their volatility - a single material quickly delivered can easily escape the attention of recipients - hence the repetition of advertisements and the search for other TV promotion tools. Another disadvantage is the need for advance planning due to the production process of advertising material and time reservation in advertising blocks. The disadvantage is also a certain unpredictability - the number of viewers of individual channels can change dynamically.
So is television as a medium the right promotional tool for you? We offer a simple experience. Write down the features that make your product or service unique. Now consider whether it is possible to show these qualities on television. If so, you should think about using this method to reach your potential customers.
Get to know TV inside out
If you are wondering whether TV advertising is a good idea, you need to get to know the media sector a bit. This will make it easier for you to find a station to work with. So let's sort it out by adopting a split perspective that is important to a potential advertiser.
Firstly, TV stations can be divided into general (e.g. TVN, Polsat, TVP, Puls) and thematic, i.e. focusing on a specific programming offer (e.g. Eleven - sports channels, ESKA TV - music channel, HGTV - interior design channel and about gardens, Kino Polska - film channel). Thematic channels usually reach a smaller number of viewers, but if we think about who we want to reach, it may turn out that they are better for us than the general ones.
Another way of division relates to the ways of media distribution. We can choose from digital terrestrial TV, satellite, cable and internet TV. As you can easily guess, the method of distribution may suggest the type of viewer we will reach - for example, channels available only in the cable TV offer do not reach villages and places with scattered buildings - there, cable networks are not always profitable.
For the sake of the best viewing indicators, TV stations try to be present on all of the above-mentioned platforms. The TV market today is made up of media groups to which various channels belong. This is an important remark from the point of view of negotiating good terms of cooperation with channels owned by one owner - the propensity to sell "in a bundle" is greater than in the case of competing entities.
What TV stations offer to customers is, of course, their audience. We have already written about the TV audience indicator. It is worth knowing that the audience survey conducted in Poland, unfortunately, does not include people who watch TV on their computers, and the results of small or regional TV stations may be burdened with a large statistical error due to the relatively small number of respondents. Nevertheless, it is worth asking the representative of the TV station, who proposes us to buy an advertising campaign, for viewership results. It is best to decide for yourself which group they should be presented to - the group of his potential clients is important to the entrepreneur.
When choosing an offer, pay attention to:
technical coverage of the station,
audience index of a given program or program band,
the station's share in the media market,
how much of the entire TV audience managed to get the analyzed station.
When implementing high-budget campaigns or carried out cyclically, it is worth using a professional consultant who will take into account more variables and plan the campaign over time, able to use the synergy of various advertising messages.
After choosing two or three TV stations, let's think about the form of our TV advertisement. Most often we have a choice:
advertising spot - a short film, often consisting of a board with background music and a voiceover, broadcast in an advertising block; many entities offer the option of buying a specific place in an advertising block - e.g. at its beginning or end;
sponsorship of the program - sponsorship indications are usually cheaper than advertising spots, but have some limitations - duration up to 8 seconds, the need to include the formula "The program sponsor is ..." and restrictions on the possibility of presenting the offer;
product placement - the possibility of placing a product in the decoration of the program or making it available for use by program leaders; for some time now, the rules governing product placement have been quite clearly defined in the provisions of the Act.
Once we have dealt with the choice of the TV station and the form of promotion, it is worth asking the TV station advertising office about the technical requirements for advertising materials. This will be very important information needed to produce your ad.
TV commercial - delight viewers with your story
Regardless of whether we are creating a longer advertising spot or a sponsorship indication, the stages of material production are similar. It is always worth starting with an advertising brief. In this way, we will organize our own thoughts and it will be easier for us to find an agreement with the creators of the advertisement.
A good brief should include:
company name and product name;
the name of the advertising campaign;
the purpose of the campaign;
duration of the campaign (broadcasting of spots on TV);
hints on the content of the spot, including the slogan of the company, product, etc .;
hints about background music or lack thereof;
information where the material will be used (fields of copyright exploitation);
information on technical requirements (received from the TV station);
information whether the advertising material is to have different lengths (e.g. 30 seconds and 10 seconds);
information about the date of the film's production and the need for its possible approval by the TV station.
Use the cooperation with TV to the end
We chose the sender of our advertisement, agreed on the form of conducting promotional activities, prepared and handed over the advertising material for broadcast. Is that all there is? No - it's worth giving yourself a better chance and carrying out other marketing activities along with the TV campaign. Here are some ideas:
As we mentioned, TV advertising enjoys a lot of trust of recipients - let's use it and invite them to watch our campaign through the company's website and social media.
A frequent strategy is to place the information "From our TV advertisement" on products - for example on print advertisements (press, outdoor) - it is also an example of using the authority of television.
We can create a competition on our own social media channels, which will require viewing the advertisement - for example: "Write who is the hero of our advertisement and come up with a story about its future fate". The implementation of additional activities creates new opportunities for dialogue with the recipient, which we can use in subsequent TV commercials.
Evaluate the results
After the advertising campaign is over, it is worth assessing its effects. Let's ask for an audience report for our campaign with a breakdown by age group and place of residence - it may differ from our assumptions - in a positive or negative way. Thanks to this, we will find out if we managed to reach the established group. At this stage, it is worth returning to the prepared brief and answering the question whether the goals were achieved. If not, why not? What can be improved?
Starting cooperation with a TV station and paying the invoice on time often opens up new possibilities of negotiating prices or payment terms, unavailable to new customers. It is worth knowing about it, because today's marketing world uses various forms of video promotion more and more often. This applies to both the presentation of the offer, presenting the company's values to new employees or posting in social media. And since we have a captivating movie story, why not show it on TV as well?