As technology evolves, marketing changes right alongside it. New platforms, applications, and strategies are being utilized across all industries. Consumer usage on mobile and multi-screen is higher than ever as consumers are accessing their content on smartphones, tablets, laptops, desktops, etc. Because of this, it is frequent that we hear traditional media “doesn’t work” or is completely ineffective because of the shift to digital marketing. But we’re here to confidently tell you…that’s simply not true. For the purpose of this blog, we’re going to focus on traditional TV advertising, which will include cable and over the air TV.
TV, in particular, has been around for decades and is a marketing platform with an impressive track record. In fact, content provided through TV has a higher recall rate than that of digital devices. Almost 2,000 consumers between the ages of 16-54 were shown identical content and ads on one device, and their recall of advertisers was tested post-viewing. 62% of participants that viewed through TV were able to recall at least half of the advertisers, while digital platforms trailed behind at 47% for tablets, 46% for smartphones, and 45% on computers. Another newly released study by MarketingCharts revealed that viewers were much more likely to recall an advertiser viewed on TV in the prior week at 53.3%, compared to an online video at a mere 15.3%.
In addition to recall, marketers face another tough obstacle in the digital realm, as users can feel bothered by ads on mobile content. Connected device owners are 67% more likely to agree that mobile ads are annoying/intrusive. Some 45% of respondents also agreed that TV was less intrusive in comparison. These stats may suggest we have been trained to expect advertisements while watching TV, simply because it has always been that way.
Pushback from mobile users says that ads clutter the small screen space, or feel invasive because their phones are more personal than their television. Even so, mobile users are seeing the ads- more than 1 in 5 U.S. adults recalled noticing a specific advertiser while perusing their smartphones in the prior week, edging out tablets at 1 in 8, according to MarketingCharts. However, both digital devices are trounced by TV, with more than half of adults overall recalling a specific advertiser from the past weeks viewing.
In summary, a comprehensive marketing plan may, and sometimes should, include both digital aspects and traditional marketing channels if budget allows or the product/service area makes sense. Marketing opportunity is everywhere and weighing out the pros and cons of each deployment method as it relates to a company objective can be increasingly difficult. But don’t worry! Us Bean Teamers are professional marketers with experience using each marketing method independently and cohesively. We individualize our plans to each client, and it’s our mission to match feasible marketing strategy to your goals!
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