TV advertising is still a valuable medium for businesses of all sizes, but it’s crucial to note that the landscape of advertising has been changing rapidly, with a substantial shift towards digital platforms.
The effectiveness of TV advertising for a small business in the UK would depend on several factors:
Target Audience: If your target audience consists mostly of people who still regularly watch TV, then TV advertising will be an effective way to reach them. Demographics such as older adults tend to watch TV more than younger generations who prefer online media.
Budget: TV advertising can be more expensive than other forms of advertising like social media or search engine ads. Whilst we’ve seen transformations for small businesses investing in TV advertising, it still depends on whether your business can afford to invest in TV ads without hurting the finances.
Product/Service: Some products/services are more suited to TV advertising than others. For instance, products with a visual appeal or that require demonstrations can be effective on TV. For the content of the ads, obviously we can storyboard and provide direction, however if you’re working with an Agency it’s generally best to focus on what makes your product unique and why consumers should choose it over the competition.
Highlight the benefits and features, and consider employing storytelling techniques to engage viewers emotionally. As for the schedule, prime time (between 7 pm and 9 pm) is traditionally the most popular time slot for TV advertising due to the high number of viewers. However, it’s also the most expensive.
Consider your target audience’s viewing habits – for example, daytime television might be more suitable if you’re targeting stay-at-home parents or retired individuals.
It’s also vital to consider the context of the ad – aligning your product with relevant programming can be beneficial. For example, advertising a cooking product during a popular cooking show can help you reach a more engaged and relevant audience.
Finally, it’s crucial to consider integrating TV advertising with other digital marketing strategies. Many viewers use “second screens” (like smartphones and tablets) while watching TV, which can provide opportunities for simultaneous online engagement.
At Liquid Studios we have access to the latest trends and data to ensure the most accurate and effective strategy for your specific situation.
As both a production house and media buying operation we are well placed to support either the Agency or the business as required.
image credit: Chris Evans – Snowpiercer – CJ Entertainment