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:
- Use Digital Segments for Targeting
With first-party data (client, customer), third-party data (comScore, Rentrax, Nielsen, Simmons Research, MRI, etc.), and digital results, television now has the ability to overlay this information and find more granular segments offline.
Tech giants like Google and Facebook are also dipping their toes into the TV world to help media companies improve targeting. For example, Google can provide data about what viewers search for immediately after watching a TV ad, and networks can use tools from Google to learn more about who is watching their shows to help with forecasting.
Facebook is also trying to get into the TV game by working with video partners to use the social media platform’s goldmine of consumer data to create connected television ads.
- Use Attribution to Determine the Best Channels
Digital grew up with clear and precise attribution. Because of direct links and pixels, it’s easier to see and commit to the media outlet that’s working. A client can know the path the user took to visit and convert — information that was historically not available in television.
But TV attribution has come a long way. Attributing visits, leads, and orders to individual TV spots is now a reality that allows for optimization and improved results and reaction time. TV buyers can adjust the buy with the same confidence a digital buyer would.
- Use Digital as a Testing Ground Before TV
Oftentimes, new ad concepts are tested on digital first. Marketers are not only saving money with this approach, but they’re also testing in a real-time environment that will allow them to make quick decisions before they launch on TV.
Television offers large amounts of data; paired with digital, better tracking, and consumer insights, it ultimately creates a more efficient process for you. Low-performing ads are vetted and removed early, and successful ones are pushed out to large target audiences.
- Take Advantage of Device Mapping
With connected TVs, a TV’s IP address is used as the main internet hub for the household. By utilizing device mapping through the IP address, networks can map all people, devices, and activity in the home more accurately, which allows for targeting specific users rather than guessing who’s watching what when. That way, your ads go to the yoga-loving mom rather than her 4-year-old.
By being able to target specific users, advertisers can increase engagement and measure results more effectively by tracking metrics like clicks, views, direct responses, and conversions. The number of people using smart TVs is also growing, giving advertisers more and more data to work with — in fact, by 2020, over 71 percent of internet users and 60 percent of the U.S. population will be using connected TVs.
How TV Advertising and Digital Marketing Help Each Other
Television is still the focal point of most living rooms, and brands that advertise on TV have greater credibility, better brand awareness, and higher response rates. TV and digital advertising have a synergistic effect when they work in tandem. Digital advertising helps add more touchpoints to TV advertising, and television ads lend credibility and scale to digital advertising. Running a TV ad will also help improve open rates on emails, increase the response to Facebook ads, and reinforce the brand’s message.
Digital supplements TV with additional touchpoints such as paid search engine ads, audience retargeting, display ads, and social media. Always run a TV campaign in conjunction with a search engine marketing or retargeting campaign; by marrying the two, you amplify reach and response while still being able to micro-target.
While change came slowly to television marketing, smart TV marketers are now combining the traditional advantages of broad reach and engagement with digital savvy to segment, test, and reengage audiences. Television should be a key component of any advertising campaign, and with the addition of more data, television is drilling down to find the perfect customer while retaining the ability to scale, optimize, and influence all marketing channels.
Stacy Durand has been the CEO of Media Design Group since its inception, and her passion for the job is fueled by her pure love of the media business. Her career has always been about facilitating exponential business growth and maximizing the potential of any campaign that runs through her company.