Will TV advertising be “usurped”?

May 11, 2023 - 9:14 pm

TV advertising is no longer strange when it has formed and popularized a long time ago. So in the future, will the strong development of advertising on mobile technology platforms “usurp” advertising on traditional television?  Explore the article below!

Where will traditional TV advertising go?

Television is gradually falling in the list of entertainment media choices of users. In Vietnam, in 2015, time spent on TV was only 92 minutes/day compared to 255 minutes in 2006. The convenience of mobile devices and the explosion of engaging and diverse multimedia content forms on the internet have pulled users further and further away from the television screens.

With the breakthroughs of technology, plus the harsh rules of elimination from the market, many people think that TV channels will soon disappear. Will people still need them when a phone can fully serve the needs of entertainment, information, shopping, education and more, of course, in the future. This also means that TV advertising, according to the prediction of a part, may gradually drop in rank and soon be “usurped”.

But in fact, recent data shows just the opposite:

In the distant future, with many fluctuations of society in general and the PR and Marketing industry in particular, no one can be sure of anything. But it can be affirmed that, in the next few years, television advertising will still be a highly effective advertising channel for businesses’ advertising communication campaigns.

Television advertising affirms a solid position in the marketing strategy

1. Get the trust of consumers

According to HBR’s report, the five most reliable forms of marketing today are all traditional channels, in which television advertising accounts for 80% of viewers’ trust. As a form of mainstream mass media with one-way interaction instead of dialogue like social networking sites or other digital advertising methods, viewers always consider TV as a reliable and easy source of information. favorable in shaping the audience’s perception of the brand.

In the Global Marketing Report 2021, Nielsen surveyed and assessed the level of consumer trust in different marketing channels. The results show that television advertising or product introduction programs on television still win the trust of the majority of consumers.

2. Greater reach of target audience

TV has been the primary source of human information for over 100 years. As a result, they have a large presence and a much broader reach than today’s social media channels. Especially around the time of the pandemic, the number of TV viewers has increased significantly in more time frames. In addition, with normal life continuing to return after the pandemic, traditional advertising campaigns can still have a wide reach.

3. Remove Third Party Cookies

Digital marketing would be virtually meaningless without third-party cookies because they allow marketers to track website visitors and customers’ search preferences. However, with Google removing third-party cookies on Chrome and Apple implementing stricter privacy settings with iOS 14, using third-party cookies won’t be as easy on all devices anymore. . Then, because user-intensive targeting isn’t possible, companies have to expand the reach of their ads. Therefore, with this change, marketers are balancing two traditional communication models and communication on the Internet environment.

4. Connect with customers

Traditional media is actually a better way than digital media for businesses that only target customers in a certain region.

As consumers spend most of their time online, they begin to feel overwhelmed with digital ads. There are many ads that make them annoying, unable to read newspapers, watch movies or browse the web stably. In a survey by digital marketing firm HubSpot, 57% said they don’t like the ad before the video and 43% don’t watch it. Meanwhile, recently, traditional advertising makes users more interactive.

5. Convey meaningful stories

Marketing is an art and science of situations and contexts. So sometimes traditional media like TV is the right way to entice customers. Customers tend to respond positively to emotional messages conveyed through an advertising campaign. Meanwhile, traditional advertising provides unique, creative, humanistic stories, etc. and spread widely thanks to the high frequency of occurrence.

6. Leverage digital

Digital technology can leverage traditional tools in surprisingly effective ways. For example, when sending direct mail, a QR code can be attached for users to scan the code and see more information. Personalized links and QR codes allow marketers to collect extremely detailed data. With this data, they can develop marketing analytics on conversion rates (the rate at which ad viewers convert to purchase – ROI) and delivery.

Digital media can help you track data and optimize while traditional media can reach more target customers. Therefore, businesses need to adapt to the “Tradigital” marketing model for better results.

The end

Thanks to traditional channels, marketing activities to reach the target customer group are increasingly expanded. As a professional Marketer, you need to know the balance between traditional and online forms of communication to create a competitive advantage for your business. For marketers, when they combine traditional and digital advertising, they reach a wider audience, build and retain customer trust, and drive decisions. consumer purchase intention.



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