TOP 5 MUST KNOW TV ADVERTISING TRENDS
TV advertising over the years has experienced massive growth in usage despite the advent of digital advertising. This stems from the fact that the Television still takes a center stage in the lives of many individuals. Research has shown that most people use the phone as a second screen.
This implies that the Television still has a very large impact all over the world due to its large usage. According to a study by Adobe, the TV remains highly ranked due to the emotion-inducing effect it possesses.
However, certain trends have popped up along the line in relation to TV advertising. These trends have served to revolutionize TV advertising and must be taken into cognizance by marketers. Some of these trends include the following:
1. Addressable Television Advertising
This particular trend has brought a lot of flexibility into TV advertising in recent times. Despite the fact that it has existed for years, it was not until recently that brands started applying it. Addressable television advertising simply refers to a situation whereby different ads are made by the same brand for different viewers.
In essence, brands create different ads and air them to target different viewers of a particular program. This mainly stems from the fact that viewers now watch TV using various devices. The same ad might not be valued by a viewer using a Tablet like one using the actual Television.
Some of the benefits of this trend include the fact that it targets people and not programs. Working with the aim of viewer satisfaction ensures that brands create appealing content for viewers. Therefore, viewers remain the main target of the ad irrespective of when the ad comes on air.
2. New Ways to Measure Advertising Effect
Measuring the effect of ads placed on TV has always posed a very big problem for brand owners. Without determining the effect, brand owners lack the ability to determine whether or not to modify ads. This has always been one major area where digital advertising thrived and TV advertising lagged.
However, tools that measure the effect of TV ads on viewers have evolved over time. This enables brand owners to determine whether or not to adjust and modify their ads to better pass their message. These tools measure television advertising my various means including sales, brand recalls, store visits among others.
The interruptibility or number of times viewers tune out of an ad could also be used to measure an ad’s effect. In addition, these tools enable brands to solve attribution problems viewers might have with the Advert. Attribution refers to a situation whereby viewers link ads to products they already made up their minds to purchase.
3. New Purchasing Methods
Another new trend in TV advertising had become the manner in which ads get purchased and sold. Unlike the former ways ads were bought in the past, display ads now get sold and bought through Programmatic.
According to eMarketer, Programmatic TV is the channel of purchase and sales for 80% of ads. However, this only makes up about 2.8% of the total TV expenditure. Programmatic enables brands to execute TV buys using the same dashboard that they use for their digital buys.
This ad purchasing method enables brands to experiment with as testing and A/B select. Also, viewers get to pick whatever ads they want to see.
Formats, platforms, and partnerships have undergone a very high level of diversification. This diversification has ensured that ads appeal to a larger number of viewers instead of streamlining to a particular class.
Also, this diversification helps to keep competition very much alive therefore improving brand sales. This diversification has ushered in a restructuring of ads shown on TV and aims for getting at the viewers in particular.
Diversifying advertising approach remains one trend to know in order to stay relevant through advertising. Since you need to revise ads frequently in order to keep attention on a brand’s product, diversification remains very essential.
5. Mini Ads
Mini ads refer to very brief ads that do not last more than 6 seconds most of the time. These kinds of ads prove to work very effectively with viewers based on several reports and statistics. This stems from the fact that human attention could be very fleeting.
This fragmented media idea ensures that viewers catch the brand’s message before their attention becomes distracted. Mini Ads have become a very common trend which brand owners have begun to incorporate into their TV advertising plan. Also, it remains a very cost-effective means of advertising especially for brands that are not very buoyant financially.
In conclusion, these trends become some rocking the TV advertising world. Knowledge of these trends would effectively enable brands to keep up and compete a lot more favorably amidst other existing brands.