{"id":12616,"date":"2023-08-15T08:11:15","date_gmt":"2023-08-15T15:11:15","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=12616"},"modified":"2024-05-22T10:26:31","modified_gmt":"2024-05-22T17:26:31","slug":"creating-a-successful-tv-advertising-strategy","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/television-strategy","title":{"rendered":"Creating a Successful TV Advertising Strategy"},"content":{"rendered":"

The general goal of marketing and advertising is to reach the right people, at the right place and time, with the right message to inspire action, such as a purchase.<\/span><\/p>\n

Where is the right place, and when is the right time?<\/span><\/p>\n

A successful TV advertising strategy can solve this problem, especially as 80% of Americans watch TV for nearly three hours daily. If you do the math, the average American will watch 141 hours of TV per month and about 15 years of life (if the average life expectancy is 78).<\/span><\/p>\n

With so much time spent watching TV, brand marketers, and advertisers will be wise to incorporate a successful TV advertising strategy into their marketing mix. It\u2019s a popular platform and a super-effective way to create brand awareness. The icing on the cake?<\/span> TV is the top medium that influences purchasing decisions.<\/span><\/a><\/p>\n

How do you get started? Here is our complete guide to creating a successful TV advertising strategy and accomplishing your brand goals, from creating awareness to growing business and everything in between.\u00a0<\/span><\/p>\n

What is a TV Advertising Strategy?<\/b><\/h2>\n

Even with the rise of digital media and the internet, TV advertising remains one of the most effective ways businesses can reach a broad audience, build brand recognition and brand fame<\/a>, cultivate credibility, and achieve their marketing objectives. <\/span>Simply put, crafting an<\/span> effective TV advertising strategy<\/span><\/a> is a smart move for any brand in any industry.<\/span><\/p>\n

Types of Television Ads<\/b><\/h2>\n

Whether via broadcast, cable, satellite, or streaming, TV ads use audio-visual elements to tell a brand\u2019s story, show off its features\/products\/services, create an emotional connection, or make audiences laugh and smile with relatable messaging aimed at sparking action – usually making a purchase. TV ads can also take many different forms, including:<\/span><\/p>\n

Commercials<\/b><\/h3>\n

<\/b>Typically, commercials first come to mind when hearing \u201cTV advertising.\u201d They\u2019re the standard 15-to-30-second ads airing during programming breaks. They can star celebrities, make audiences cry, laugh, or get a catchy jingle stuck in your head. Commercials often employ creative storytelling, humor, emotional appeal, or striking visuals to build brand awareness and capture a target audience\u2019s attention.<\/span><\/p>\n

Speaking of target audiences, commercials are also strategically placed during TV programs that align with the target audience’s interests. Advertisers choose specific time slots and TV channels to maximize their reach and exposure. For example, if your <\/span>brand aims to target sports fans<\/span><\/a>, you may air commercials during the game or alongside sports coverage on the local news.<\/span><\/p>\n

Product Placements<\/b><\/h3>\n

Also known as \u201cbrand integration,\u201d product placements intentionally and seamlessly insert a brand into media, such as a TV show or movie. Gen X and millennials will remember<\/span> this spot-on and sarcastic example from the movie \u201cWayne\u2019s World.\u201d<\/span><\/a> As we can see in the Wayne\u2019s World example, successful product placements often involve a natural fit between the brand or product and the content in which it appears. The chosen content should align with the brand’s image and target audience. Pepsi, Doritos, and Reebok did their homework, knowing their target audience would resonate with the clip Wayne\u2019s World delivered. This scene is so effective it\u2019s still being mentioned more than 30 years later.\u00a0<\/span><\/p>\n

News Segment Sponsorships<\/b><\/h3>\n

Sponsoring a news segment allows the brand to benefit from the halo effect local news provides. News segment and Lifestyle show programming sponsorships refer to when a brand pays a fee to support content within a news program, such as traffic or weather reports. These sponsorships often display the brand\u2019s logo prominently during the feature and may be accompanied by a tagline or voiceover stating, \u201cThis portion of programming is sponsored by \u2026\u201d.<\/span><\/p>\n

How to Create a Television Advertising Strategy<\/b><\/h2>\n

Creating an effective TV advertising strategy requires careful planning and consideration of various factors to ensure that the campaign effectively reaches the target audience and achieves brand goals. Here’s a step-by-step guide to help you create a successful strategy:<\/span><\/p>\n

Understand Your Target Audience<\/b><\/h3>\n

Returning to the Wayne\u2019s World example, the brands involved knew their target audience, and they knew them well. They knew they were likely to watch that movie, and they would appreciate the sentiment and sarcastic nature of the scene.<\/span><\/p>\n

To recreate this success and create memorable TV ads, research your target demographics – what they watch (drama, comedy, local news), where they watch (broadcast, streaming, online), and their values, attitudes, and beliefs.<\/span>\u00a0<\/span><\/p>\n

By creating<\/span> persona profiles<\/span><\/a> and<\/span> collecting and analyzing customer data<\/span><\/a>, you can identify customer needs and pain points to optimize your offerings and create personalized and relevant messaging.\u00a0<\/span><\/p>\n

Set Goals & KPIs for Your TV Ads<\/b><\/h3>\n

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