{"id":12369,"date":"2023-05-11T09:23:22","date_gmt":"2023-05-11T16:23:22","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=12369"},"modified":"2024-02-15T10:00:33","modified_gmt":"2024-02-15T17:00:33","slug":"5-tips-for-effective-advertising","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/tips-for-good-tv-advertising","title":{"rendered":"5 Tips for Effective Advertising"},"content":{"rendered":"

Creating an effective advertising plan is an important component in connecting with customers and prospects. However, with the influx of channels available and the disjointed media landscape, it can be difficult to assess where to begin.<\/span><\/p>\n

However, television is considered one of the best advertising platforms for a reason. This medium makes it easy for consumers to visualize your product and leads to higher brand recall. Steve Chase, Director of Sales at KUSA in Denver, notes that TV advertising is more affordable than not adding TV to the marketing mix at all.\u00a0<\/span><\/p>\n

\"Millennial<\/a><\/p>\n

Why is TV Advertising Important?<\/b><\/h2>\n

If you have a business, there\u2019s no doubt you do some advertising. Not only is it a way to establish your brand in the local community and make connections with soon-to-be loyal customers, but it\u2019s also a way to persuade consumers to buy what you\u2019re selling or support your cause.<\/span><\/p>\n

So why is <\/span>TV advertising<\/span><\/a> important?<\/span><\/p>\n

We\u2019ve crunched the numbers and found that<\/span> Americans love watching TV<\/span><\/a>. We consume an average of three hours of linear TV programming daily and another three hours watching digital or <\/span>streaming<\/span><\/a> content.<\/span><\/p>\n

Because of this massive amount of time spent on big household screens,<\/span> TVB finds<\/span><\/a> that TV advertising is the top medium for influencing a consumer\u2019s purchasing decisions.<\/span><\/p>\n

Better yet, TV advertising is affordable. With the right creative message, TV campaigns will pay for themselves and then some. It\u2019s the most economical way to reach thousands of the right customers.<\/span><\/p>\n

But what makes a strong ad?<\/span><\/p>\n

What are the Elements of a Successful Advertisement?<\/b><\/h2>\n

Measures of successful ad campaigns are unique, just as your brand is unique in itself. However, a few universal metrics are used across industries to measure the effectiveness of a TV and streaming ad campaign. Ten popular Key Performance Indicators (KPIs) for broadcast and streaming campaigns include:<\/span><\/p>\n

    \n
  1. Reach: <\/b>The number of viewers in a target audience exposed to an ad.<\/span><\/li>\n
  2. Frequency: <\/b>The number of times a viewer in a target audience has seen an ad.<\/span><\/li>\n
  3. Impressions: <\/b>The number of times a target audience views an ad or the overall exposure to the ad.<\/span><\/li>\n
  4. Website Visits:<\/b> The number of visitors to a brand website due to viewing an ad.<\/span><\/li>\n
  5. Brand Lift: <\/b>A measure of the impact on top-of-funnel metrics, such as brand awareness and consideration.<\/span> Learn more about Brand Lift here.<\/span><\/a><\/li>\n
  6. Conversions:<\/b> When a website visitor performs the desired action of the ad, someone purchasing through your website, filling out a form, or downloading a brochure.\u00a0<\/span><\/li>\n
  7. Click-Through Rate (CTR):<\/b> For streaming campaigns, this measures the number of ad viewers who click on an ad and visit the advertiser\u2019s website.<\/span><\/li>\n
  8. Video Completion Rate (VCR): <\/b>Also measured in streaming campaigns, VCR is the percentage of ads viewed from beginning to end.\u00a0\u00a0<\/span><\/li>\n
  9. Return on Investment (ROI):<\/b> According to LinkedIn<\/span><\/a>, a good ROI for TV advertising is around 300 to 500%. This can be calculated by: ROI = campaign gain \/ overall campaign spend.<\/span><\/li>\n
  10. Return on Ad Spend (ROAS):<\/b> This metric breaks down ROI and measures the revenue earned from a specific campaign. To find ROAS, divide the income attributed to the ad campaign by the cost of that campaign.<\/span><\/li>\n<\/ol>\n

    \"Millennial<\/a><\/p>\n

    10 Ways to Create a Strong TV Ad<\/b><\/h2>\n

    There are a lot of fun and creative ways to develop TV ads, and you can have different strategies for different audiences you\u2019re trying to attract and other creative for additional products or services you\u2019re selling. Here are five best practice tips for creating strong TV ads, regardless of your business.<\/span><\/p>\n

    1. Define Your Audience: <\/b>Audiences are more diverse and unique than ever before.<\/span> Millennials<\/span><\/a> in Michigan and Gen X in San Diego are individuals. <\/span>Creating marketing persona profiles<\/span><\/a> is a great way to take a deep dive into their mindset and organize your research in a way that provides meaningful insights. Doing so will help inform your marketing campaigns and deliver good business outcomes.<\/span><\/p>\n

    2. Select the Right Channels: <\/b>Persona profiles<\/span> will help inform the proper channels for your ad campaign. Let\u2019s say that through this research, you find your target audience is college-educated males. Aligning with sports content, such as<\/span> March Madness<\/span><\/a>, could be the slam dunk your brand is looking for.<\/span><\/p>\n

    No matter your target audience, however, trust is crucial for TV and advertising; local broadcast news tops the category. Among its findings, TVB found that<\/span> local broadcast news is the most trusted platform<\/span><\/a> for viewers \u2013 and that trust halo extends to brands that advertise alongside this trusted content. Additional<\/span> studies have shown<\/span><\/a> that consumers are more likely to trust \u2013 and buy from \u2013 brands that advertise alongside sources of information they trust.<\/span><\/p>\n

    3. Create a Strong Media Plan: <\/b>The next step is to take the insights you just gathered and include them in a media plan – one of the most critical components of your marketing campaign.<\/span> An effective media plan<\/span><\/a> will outline the who, what, when, where, why, and how your brand intends to reach its target audience. It will also include your campaign goals and objectives, budget and timeline, frequency and reach, target audiences, and ideal advertising channels and platforms. By researching and mapping out these variables, your cohesive plan can help campaigns reach the right audience at the right time, improve the frequency and reach, and maximize your ROI.<\/span><\/p>\n

    4. Use Strong Creative: <\/b>The most important piece of TV ads is creative, and we\u2019ve found that audiences don\u2019t always respond well to being told what to do, like \u201cbuy this product now.\u201d Audiences resonate more with relatable and authentic storytelling, ads where they can imagine themselves in that particular situation, which may include using that advertised brand to solve a problem. In other words – don\u2019t be overly sale-sy. It makes the difference between a forgettable ad and a memorable one, leaving a lasting impression on viewers.<\/span><\/p>\n