How TV Advertising and Digital Marketing Work Together to Achieve Greater ROI
Marketers love digital advertising because of its precise targeting, real-time data, and definitive attribution. Want to target a yoga-loving mom with two kids who eats organic? No problem. Digital can find her!
For that reason, many marketers have reduced their budgets and dependence on television advertising. Historically, TV media buyers really only had Nielsen ratings to use as a planning tool, and these data points had a wide demographic range and were based on broad assumptions. That yoga mom got lost in a “woman aged 25-54” bucket with a vast array of unidentified differences.
As the discussion of TV fragmentation grew louder, marketers began to question their marketing budget allocation. Digital channels could offer marketers more granularity, deep data, and precise attribution. Meanwhile, television took its power for granted, assuming the stronghold it traditionally held on marketing budgets would remain.
With a sexier marketing channel luring TV budgets away, the industry was finally forced to innovate. The pressure of online competition and reduced advertising dollars pushed the TV industry to embrace data and begin to change the offline advertising environment.
Witnessing the TV Advertising Evolution
Television has come a long way in the past few years, as marketers realized they have more data than they thought. With big data integration, set-top box data, and smart TV data, drilling down in the linear world is now possible.
Traditional television outlets also realized that instead of viewing digital as a competitor, they were better off embracing online marketing because, when using both channels together, a campaign is more impactful. Viewers interact with multiple screens simultaneously, spending time on search or social while they’re watching TV.
Shows can also be watched, rewatched, and binge-watched with time-delayed viewing, video on demand, and over-the-top subscriptions like Hulu or Netflix. The result is a blurred line between TV and digital, which you can take advantage of for cross-channel data and a wider, more targeted reach.
As television continues to increase the data overlay, the similarities with digital channels are growing. To make television advertising as effective as possible, there are a few steps TV marketers can take to make the most of their media: