Cadent's Customer Journey Series: TV Changes the Awareness Channel

In the digital age TV has evolved into a multifaceted tool that can be used to speak to consumers as they flit between stages of the customer journey amp160A successful TV mix is one where youamp8217re simultaneously generating awareness about your product and you39re catering more specific messages to segments that are most likely to buyTV awareness campaigns look very different than those of the past amp160They perform more efficiently because theyamp8217re informed by data and targeting and instead of providing large audiences for single shows TV now provides large audiences by stitching together audiences for smaller shows meaning marketers can reach audiences more relevant to them at scaleThe Safe Choice amp160Network TVDigital media companies like to note that TVamp8217s reach isnamp8217t what it used to beamp160 Facebook COO Sheryl Sandberg has pointed out that the social network draws amp8220a Super Bowl on mobile every dayamp8221amp160 But network TV executives might counter that a Facebook view is only about three secondsamp160amp160Some 103 million people watched this yearamp8217s Super Bowl and that audience stuck around for hours amp160In our fractured media environment itamp8217s difficult to corral an audience of millions of people to watch anythingA bigger and often unheralded difference is that TV audiences are more engaged with the content than they are for other media amp160Eyetracking research by Dr Karen NelsonField at the University of Adelaide in Australia found that in an average second TV advertising drew twice the active viewing of YouTube and 15 times that of FacebookThatamp8217s why marketers continue to use TV amp160As Rich Lehrfeld Senior Vice President Global Brand Marketing and Communications at American Express told MediaPost amp8220When we run a heavy TV schedule we see a lift in sales and product awareness amp160We need to run two weeks of digital to get the reach of one day of broadcastamp8221No wonder most advertisers still think TV is more effective for building brand awareness than online video according to a ForresterAssociation of National Advertisers surveyThe Bold Choice amp160Aggregating TV AudiencesNetwork TV executives are aware of TV advertisingamp8217s power amp160Thatamp8217s why despite falling audiences CPMs rose 10 percent this year according to Media DynamicsTV advertising builds awareness but there are ways to get more value for your buy than with traditional TV models amp160One alternative is to use data to find the samesized audiences for a lower price amp160The ability to do so is based on the recognition that advertisers no longer need to buy TV shows as a proxy for their audiences they can target actual audiences that are relevant to the brand amp160Such audiences arenamp8217t necessarily gathered around a TV set but are consuming content via multiple digital devicesPut it this way amp160Would you rather advertise during The Walking Dead or advertise to a group of your customers who happen to be watching The Walking Dead and other programmingCadent39s network solution for instance aggregates inventory opportunities to provide access to national audiences amp160A fastfood chain we worked with recently wanted to be associated with a highprofile sports event without the premiumpackage cost amp160Our network solution delivered a full national campaign that targeted sports and news network coverage of the event amp160After running more than 20 ads across the programming the advertiser got 128 percent delivery of its full media planThe upshot is that like other aspects of the marketing funnel awareness has been transformed by digital innovation into a multifaceted phase of discovery amp160There are more ways than ever before to reach an audience with an effective awareness campaign amp160And TV isn39t a zerosum proposition marketers can choose both network TV and aggregating smaller audiences to reach the right person with the right message because these tactics are complementary and work well in unisonAs weamp8217ll see there are many new ways advertisers can use TV advertising to move people through the purchase journeyCadent will share additional posts in this series exploring the role of TV advertising across the different stages of the customer journeyClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Cadent's Customer Journey Series: TV Changes the Awareness Channel

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Cadent's Customer Journey Series: TV Changes the Awareness Channel

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"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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