Traditional TV viewership has jumped by more than 8 million viewers in 2020. Those who were already watching TV are watching more, too: the average household is spending around eight more hours per week watching television than they did the year before. They're also spending more time logged-in online and using connected devices.
As an advertiser, that means immense opportunity for your business. With consumers turning to television and digital, your business has more chances to place its message in front of them. Your marketing tactics should all be working together to keep your audience updated, informed, and entertained.
Key Facts About Combining TV and Digital
Combining TV and digital marketing has a number of advantages. Do you know your facts about combining TV and digital?
1. Combining TV and digital marketing can help amplify your reach.
Consumers who do not watch TV may be able to connect with your brand on digital channels, while consumers who have not found you on digital may notice your brand as a result of seeing your TV commercials. You may also find that your digital marketing can reinforce and grow your TV marketing efforts, creating a higher level of trust and encouraging consumers to learn more about your brand.
2. By utilizing both TV and digital, you can create different types of content.
You may find that your TV commercials are short and lighthearted, while digital video ads allow you to create longer-form content. You may also want to create social posts, email ads, and infographics to accompany your digital ads, depending on what your consumers respond to most.
3. You can lead consumers from one platform to another.
As many as 88% of Americans use a second screen, usually a smartphone or tablet, while watching TV. Others may watch TV on a connected device. Your TV ads can lead consumers to your digital content and help guide them through your sales funnel.
4. Digital marketing helps add more touchpoints to TV.
Consumers need multiple touchpoints before they're ready to make a purchase. By combining your TV and digital marketing efforts, your customers will see your ads at a higher frequency. In turn, you’ll increase the odds that they will remember your brand when they need your products.
5. TV marketing increases trust and credibility.
Consumers are more likely to trust TV ads than digital ads. Many consumers feel that TV ads add legitimacy to the businesses they connect with. When they see your brand on TV, consumers are more likely to have a higher level of trust in your brand as a whole.
Tips for Streamline Your Marketing
Using TV and digital together can offer a number of benefits. In order to maximize their effectiveness, you may want to try some of these tips to help streamline your marketing.
Your social platforms are a great place to connect directly with your audience. Use your social media platforms to repurpose TV content or test content before it goes on TV. You may also find that pairing your brand alongside a media partner can help increase engagement and allow you to reach a wider audience. Your social ads can also further emphasize the important message you're trying to get across on TV.
Follow up with members of your target audience who have chosen to connect with your brand through email marketing. You can use email to send out updates to your existing ads and keep customers in the know with what's going on in your business--a factor that has become increasingly important throughout 2020.
When you work with a media company, the company can help expand your reach. You get access to their email list, as well as their expertise on how to reach your target audience through best practices.
OTT ads are very similar to TV ads, but offer the advantage of an immediate response. Repurpose your TV ads for OTT services. Add in CTAs so that your target audience can take action directly from the ad.
Digital marketing allows you to reinforce your other marketing strategies as well as reach a new potential audience. Retarget your audience with responsive digital ads for mobile, desktop, and tablets. Digital marketing serves as a follow-up to your TV ads, reminding your audience of previous ads or providing them with more insight into your business.
Now, more than ever, it's critical to integrate your marketing. More people are watching TV and OTT streaming channels. They're spending more time on social media. They want the latest updates and information, and your business can help provide it to them. Working with a media partner during this time can provide you with critical guidance that can help you make the best marketing decisions for your business.