Digital Strategies to Complement Your TV Campaign
Long ago, in a world long forgotten, television was the sole outlet for advertisements. There was a simple streamline of advertisements that consisted of 15, 30, or 60-second ads. When launching a campaign, it usually involved TV ads and maybe some print ads. Before the rise of iPhones and social media, tv ads were the most promising to create brand awareness and reach within thousands of people’s homes. Now, advertisers must take advantage of the fact that their target audience uses multiple screens at the same time.
A study done by Statista found that 65% of people who watch TV use their smartphones simultaneously, and these moments are even more frequent during commercial breaks. Incorporating digital into your campaign can help complement it in ways a solo performance ever could. With 3.97 billion people on social media globally, the time to integrate your platforms is now.
For many larger organizations, TV is still the preferred platform for advertising because it holds so much brand weight with the consumer. While this can certainly provide a positive return on investment, it is always a good idea to complement and amplify your commercials with an effective digital marketing strategy. Let’s look at ways you can integrate digital into your tv campaigns.
Use Social Platforms to Reference Your Campaign
Because so many people are constantly on social platforms, it’s beneficial to use them to further reference your tv campaign. Including behind-the-scenes, testimonials, or more specific of what you are trying are some great examples of how to use digital to complement. If the content is interesting enough, your audience will soon begin to share it with their friends and family.
Use Social Platforms to Expand on Your Campaign
By necessity, your TV and digital ads will have some things in common. Logos, slogans, and even colors are great things to keep consistent to ensure that consumers identify the ads to your brand. However, it would be a mistake to create ads for each medium that simply copy each other. Consumers don’t want the same thing twice, especially with the heaping amounts of content available to them. Use digital platforms to expand on what your tv campaign is trying to say.
For example, if you are selling a new snack your brand has created, use social to show different ways consumers can incorporate the new snack into their lives. Show creative recipes with it, a video of consumers trying it for the first time, or maybe some interesting facts about the snack, if applicable.
1- Maximize visits to its website
It can be difficult to determine if a surge in traffic on certain pages of a website is directly related to your TV advertising. Allowing consumers a way to directly click on an ad that will redirect to your website is always a plus of digital. It will also help you determine if people found your website through typing it in a search engine or clicking a sponsored ad.
2- Increase its visibility
The user has just seen your TV ad and immediately sees the product or service on their mobile device. Maximize the chance of conversion!
3- Avoid sending customers to the competition
In some industries like automotive and insurances, SEM is a marketing initiative with fierce competition. Synchronized SEM ensures that if a user searches for your product on the web after seeing your TV ad, your products or services will be displayed first since your bids will automatically have been adjusted up. In addition to increasing your visibility, you reduce the risk of sending interested prospects to the competition, which might have had higher bids than you without the help of synchronized SEM.
If your company is looking to expand on its digital performance, contact TriSpark Media today. Our team of talented digital marketers and advertisers can set you up for successful omnichannel marketing.