Today, many Australian marketers are jumping on the online marketing bandwagon. However, despite these new advertising opportunities along with a vast ranges of ofther mediums, television remains king when it comes to reaching Australian consumers.
Contrary to popular belief, television advertising is not dead. In fact it, Australians still spend over 88% of their screen-time to the medium, watching an average of 3 hours of television per day.
So, apart from the above impressive statistics, what are the most important TV advertising benefits? We could list several inlcluding its vast household penetration, its ability to allow your brand to be creative and come alive visually, how it resinates with consumers and that it has an unrivalled reach. But the biggest reason any business should be using TV as an advertising medium, is because it gives you the most bang for your buck. TV has proven itself as a major asset for any marketing mix because:
TV is the ultimate influencer. An Australian study conducted by Deloitte found that TV advertising works better than any other medium at influencing behaviour and driving purchasing decisions.
TV generates the most profit and the largest ROI than any other communication medium.
TV advertising in Australia has measureable results that actually show you if your campaign is effective or not. Because Australia has such an advance rating system you can learn who and when people are viewing your ad.
TV typically works best for campaigns in which the brand is trying to kick-start and build momentum and awareness. In Australia, TV has the ability to reach a huge number of consumers quickly and efficiently. TV advertising has been crowned the best at launching, building, or maintaining a brand and acts as a great focal point. It can cement an overall idea and carry this idea through other mediums.
TV advertising has got a bad reputation for being an expensive luxury for big businesses with big budgets. Again, contrary to what many marketing managers may think, another of the TV advertising benefits, is that it can be an inexpensive choice for smaller business too. Businesses can chose to independently handle the task of advertise on TV by themselves or can hire an agency to get the job done. Depending on your budget both options could be beneficial.
If you are considering advertising on TV you need to do your research. Before committing you should ask yourself what goals are you trying to obtain? How much can you afford to spend? Can I manage this task by myself? Remember TV advertising has been found as the most effective medium, but make sure you do it right.