SUMMARY: TV advertising can work for new products at the grocery store, but brands need an in-depth understanding of the decision path that coverts prospects into consumers.
QUICK READ: TV advertising is bad, I mean really bad. Effective frequency seems to be a phrase that most marketers don’t understand and the creative execution is about as exciting as a Madonna show.
Here we go again. Ad agency executives promoting the fact they received an award for an ad they developed for a client. However, what business writers forget to ask is “how much product did it actually sell?’.
According to research marketers are being held accountable for every dollar they spend but is that enough? All you have to do is watch an hour of TV to realize that there are still a lot of networks and brands that just don’t get it.
Mobile devices make up an increasing share of TV and video viewing with 72 percent of consumers using mobile devices at least weekly for video viewing. Even late adopters are becoming advanced video users with as many as 41 percent of 65–69 year olds studied stream on-demand/time shifted TV and video content on more than weekly basis.
According to Ipsos the number one way to create awareness around new brands and products is with TV ads followed closely with friends and family and the Internet. However Deloitte reports that one-quarter of consumers multitask while watching TV. My guess is that number is a lot higher when it comes to watching TV while commercials are on plus consumers have the last channel button on their remotes allowing them to watch something else while commercials air.