TV vs. Online Advertising: Which Is Best For You?
The difference between running an advertising campaign on TV, versus running one online is GIANT.
But how GIANT I hear you ask?
Well, with a decrease in TV watching, and an increase in digital, we’ve got to wonder if there’s much point in focussing on both.
Well that’s why we are here. Get over Hump Day with Giant Wednesday.
Hello, my name is Luke and welcome to Giant Wednesday, the place to be to discover the wonderful world of digital marketing. Don’t forget to subscribe to our channel and post your comments below.
If you’re watching this video you’re probably wondering which is more superior, TV or Online Advertising? Or maybe you’re wondering if there really is a difference between the two?
Well, TV was one of those marketing channels that most marketers were quick to declare was a dying format, following in the footsteps of print and radio.
And, whilst that might have been the case for a while, it would seem TV is coming back with a fight, but our behaviour as users are changing.
The biggest difference between the two? The way you can target your advertising.
Flashback to 2016 where digital marketing overtook television advertising for the first time. Minds were blown.
It was clear that businesses, brands and everyone else were throwing their budget to digital, turning their heads away from more traditional formats.
Welcome to the 21st century!
Even in 2018, some experts out there predicted that by 2021 “TV ad spend will make up less than a third of all marketing budgets”.
But, for the first time ever, the way us lot choose to consume content, has meant that online has taken over every other form, including TV and print.
Who was to blame? Of course all the fingers pointed straight at millennials.
These guys can be held responsible for a GIANT 21 minute decline in TV viewership over a one year period. “is that a lot? It doesn’t sound like a lot…”
And as they grow up and their digital behaviours go on, marketers are going to have to continue to reevaluate their marketing campaigns and consider if TV is the best medium to be targeting that audience on.
But it’s not all about millennials is it? There are plenty more people out there to market too. So the real question is, is TV dead or not?
Well an article by The Drum stated that “TV is still the undisputed leader specifically in brand advertising campaigns.” and that there would never be a “credible challenger to television”.
Even more studies have shown that consumers still back traditional channels, such as TV, radio & newspaper. And we reckon that’s because we all like a bit of nostalgia & credibility. Especially in an age of fake news where we’re taught to be wary of the likes of digital and social media where misinformation is spread so easily.
We were brought up without such wide-spread fakery when TV was our main news source, so naturally that’s where our trust still lies. And probably always will.
But, as we said, TV is making a bit of a comeback now by working with digital mediums.
A great example of this is Sky Ad Smart which allows different ads to be shown to different households, whilst watching the same programme. Allowing for a more targeted approach, just like digital, and is more friendly to niche brands & small to medium businesses. We’ll go into more detail on this in another Giant Wednesday coming soon!
As TV evolves to be a little more ‘with the times’ it welcomes in the little guys who wouldn’t have been able to afford the risk & cost of TV advertising before.
Before you were competing against others to get that prime time advertising slot after the football match or between popular soaps, but now more brands stand more of a chance.
If you’re not sure where to focus your efforts, then it’s worth looking hard at what you want your campaign to achieve.
If you’re after quick wins and driving conversions, then TV is not the place for you.
But if you’re after brand awareness on mass, storytelling and spreading your message, TV is going to do you better than any PPC campaign.
Whilst TV is an undoubtedly good option for big businesses or independants, digital marketing and online ads are a great way to get in front of the right people at the right time and get some quick wins.
I don’t think there will ever be a “winner” of this fight, as the two are always evolving to catch up with each other. But it’ll be interesting to see how streaming platforms effect TV advertising in a few years time… check back in for that one!