The term “small screen” has been used to define television – but these days, the small screen is dominated by tablets and smart phones. However, television engagement is still very high, running right alongside online and mobile.
Small businesses may assume that television advertising "costs too much", however, the format is still a very viable marketing option and video production technology is now more accessible than ever before.
Businesses Television Advertising Spend Is Up!
According to research by Nielsen, the total spend on television ads around the world rose by 4.3 percent in 2012, and made up 62.8% of all advertising expenditures. For small businesses in Sydney that are contemplating the effectiveness of TV advertising, now is a good time to take a closer look at the format.
However, it’s important to consider both the current needs of your business and the demographic you are trying to reach. This takes a little bit of time and research, however, in the end you will be glad that you chose the right TV station and channel to work with.
By working with a media and marketing agency like The 360 Degree Marketing Group, you can quickly gather all of the data that you need to target your specific audience accurately and effectively.
Can You Book A Television Advertisement Without An Agency?
If you want to do this independently, start by asking yourself a series of basic questions: What am I currently trying to promote? Who am I advertising to? How can I make my advertisement stand out? The needs of small businesses are constantly changing, so make sure that your potential TV advertisement is aligned with the immediate short-term goals of your company.
Also, since television is all about entertainment, be sure to take that into account. Try to align the creative style of your message with popular or entertaining themes that will fit more seamlessly into the viewer’s experience.
If you’re wondering whether television is less popular than it used to be, then rest assured that the medium is still very much worth your time. According to a study by Nielsen, 18-24 year olds watched an average of roughly 21.5 hours of television weekly during the second quarter of 2013.
Understand Your Television Audience
Expectedly, the 50-64 and 65+ demographic watched more television than the younger folks, according to the same study – specifically, approximately 50 to 90 minutes more, respectively. Again, it's important to consider to whom you are marketing - if your target market is older, then this is good evidence that television might be your answer.
If you’re asking yourself “Can I afford to advertise on TV?” then you should compare the cost of advertising with your local television stations with the cost of placing an ad in your local or metropolitan newspaper. You may be surprised to find that there are affordable pricing structures and options for businesses of all shapes and sizes.
For example, if you regularly run advertisements in The Sydney Morning Herald, then compare that to how much it may cost you to run a short TV spot on Channel 7 or Channel 9. Just as your print ad differs drastically depending on its size, location and colour count, the cost of your potential TV ad will vary depending on the length of your ad, the time of day it airs and how many times. Again, it is key to take a good hard look at the immediate, short-term goals of your small business.
So are TV commercials too expensive?
Well, the opportunity is there for television advertising to be very effective, if you do it the right way. That means doing your research and opening up the creative floodgates. If you are on a budget, then instead of hiring outside help, look to your employees for inspirational ideas that will make your TV ad shine.
Television has come a long way. Today, it’s often on par with film in terms of production quality, writing and engagement. Therefore, you should use every resource available to make sure that your TV ad aligns with the expectations of your audience. It’s likely that each of your workers has their favourite channel and show, so tap into that knowledge and passion in order to create something special.
If you would like to find out more about how you can measure your marketing success, download our free ebook: Closed-Loop Marketing. This free resource will explain how you can measure the metrics that matter and link your sales back to the marketing efforts that created them. Simply click the link below to download your free copy: