TV Remains Vital Ad Strategy for B2C
17 Aug, 2016By: Doug McPherson
TORONTO – TV advertising is still the primary focus of marketing efforts for 22 percent of U.S. businesses who call it “their number-one priority channel,” says a new study from research firm Clutch and marketing agency R2integrated (R2i).
The findings suggest that while many enterprise companies depend on digital as part of their multi-channel approach (the study also found that 80 percent of respondents were active on social media) they also rely significantly on traditional forms of advertising such as TV.
Mark Sneider, owner and president of business development firm RSW/US, says marketers recognize a need to be fully integrated and not ignore traditional media as a way of reaching their intended audience. “They know digital is important and their agency is talking about it and pushing them there, but they continue to value what TV can do for the brand as one component of an entire marketing program,” Sneider says.
Analysts say the importance of digital is not lost on enterprises, even as they set their sights on TV exposure. Brand awareness is evidently a key driver for developing the multichannel approach as nearly 35 percent of marketers surveyed say that brand awareness is their top strategic priority.
Brands that integrate their TV advertising messages into a continuous experience across their online presence tend to report the most return on investment, according to industry insiders.
“Today’s buyers expect what they see, hear, or experience on one channel to relate to their next experience with the brand,” said Natalie Staines, director of marketing at R2i. “Research shows spikes in searches and social engagements, and sometimes direct purchases, following TV advertising so it’s up to the marketer to be prepared to extend the TV experience into those other channels.”
The study surveyed 500 marketers at U.S. companies with more than 500 employees. About half of the survey respondents come from companies with 1,000-plus employees, and 88 percent are manager level or higher.