Are you wondering if linear TV advertising is still a worthwhile investment? In a world where digital advertising is reigning supreme, it’s understandable to second-guess traditional methods.
But before you fully jump on the digital bandwagon, let’s take a closer look at the pros and cons of linear TV advertising for both small and large businesses.
Pros of Linear TV Advertising
One of the most significant benefits of TV advertising is its extensive reach. TV ads provide access to a broader audience and help you get your message across to different demographic groups.
Whether you want to target a specific age bracket or location, a well-placed TV ad can make your company stand out among your competition.
As a small or large business owner, you want your brand seen by as many people as possible. And that’s the beauty of TV advertising–-it can be far-reaching.
Trustworthiness
Television advertising has been around for a long time, and it has proved to be useful over the years. Running TV advertisements can help build your credibility and establish a more trusted brand.
When potential customers see your company’s ad on TV, it gives them a sense of familiarity with your brand, and they’re more likely to trust you. By having your ads on TV, you show that your business is reputable.
Engaging and High-Quality Options
Not only that, but TV advertisements often provide some of the most engaging and high-quality options for advertisement. With TV ads, businesses can get creative in their messages and create videos that are memorable, emotional, and entertaining. This leaves an impression on viewers that is often different from the online ads that they are used to seeing.
That said, it’s important to have an ad that grabs the viewer’s attention and sparks conversation. Your ad will be seen more often than your online display adverts, which can easily be skipped, blocked, or ignored.
Affordability and Accessibility
While TV ads used to be very expensive and reserved only for big companies, today, it’s much cheaper. Your budget helps you determine when and how often to show your ads. With numerous TV channels available, you can negotiate a fair price that works with your budget and business needs.
Of course, TV advertising gives you measurable results and helps you determine your levels of success. You can see the frequency of your ad in a specific market and find out the number of viewers.
With this information, you can fine-tune your media buying strategy, and adjust your adverts to be more engaging and targeted, thus increasing your overall performance.
Cons of Linear TV Advertising
Linear TV advertising doesn’t give you the ability to hone in on your specific target audience with the exception of time slots or TV channels.
With this form of advertising, you’re pretty much rolling the dice and hoping that enough of your ideal customers are tuned in at the moment your ad airs.
As a marketer, targeting is everything. You want to make sure your message is being seen by the people who will actually care about it. Unfortunately, linear TV advertising doesn’t provide that level of accuracy.
Limitations of Reach
While linear TV can offer a significant audience reach, there are limitations to how far your message can travel. With streaming services taking a larger market share, more and more people are cutting cable or satellite TV services.
As traditional TV viewership continues to decline, the reach of linear TV advertising is also decreasing. Sure, you can still reach a broad audience with linear TV, but if you’re not reaching your target demographic, then you may as well be shouting into the wind.
Difficulty Tracking Certain Metrics
In some cases, analyzing the success of your linear TV campaign can be a challenge. Without the ability to track web traffic or measure conversion rates, it’s tough to measure ROI. Sure, you can track TV ratings, but that only gives you a broad sense of your ad’s reach. In today’s digital age, measurement is key.
Costs Do Add Up Over Time
And while linear TV advertising is certainly more affordable than it once was, there is still a cost to be considered. The cost of producing a television commercial, buying ad space, and the costs of airing that ad can add up quickly.
This can be a challenge, especially for smaller businesses with limited marketing budgets. With CTV marketing, on the other hand, you have the ability to control spending and tailor campaigns to fit within your budget.
Final Thoughts
Depending on your business, linear TV advertising is a valuable investment to consider. Of course, you’ll want to take the time to do it properly and to make sure you have the right balance of cost, targeting, and innovation.
Ultimately, a comprehensive and integrated advertising strategy that includes both linear TV and digital advertising is the key to success in today’s marketplace.
