Netflix has done it. Even YouTube has done it. And now, following suit, many internet startups like Airbnb and Trivago are doing it. For the past couple of years, the television industry has observed big brands increase their digital marketing spend, however rising online companies are now investing their budgets into TV advertising.
Why are businesses that have become hugely successful though digital marketing deciding to advertise on TV?
#1 Digital marketing can reach a plateau
Most internet companies have relied on online marketing tools, including sponsored search ads, pay per click ads, digital ads and social media, to increase lead generation, through directing traffic to their websites. Digital marketing can initially provide rapid growth, but it will eventually taper off, resulting in a decrease in client acquisition. When TV advertising is added to the marketing mix, it can deliver greater reach and ability to scale, which can drastically increase lead generation and help build a growing brand into a household name.
#2 Traditional advertising models have been transformed with the internet and technology
TV advertising now has access to data analytics, which has completely changed the way that ROI obsessed advertisers are buying TV ads. With data science insights, advertisers can now see the direct correlation between TV media spend, TV ad viewership and website traffic. TV ads not only increase brand awareness, but the responses driven by these ads are now measurable. This accountability from an advertising medium appeals to tech-savvy CMOs who need to justify their marketing budget and prove the ROI of TV to their investors.
#3 Effective advertising campaigns do not focus on either digital media or TV… they focus on both!
Online marketing and TV advertising are not in competition with each other: they are, in effect, the perfect match. More viewers are watching TV with another device, or 'second screen', which has turned out to be an amazing thing for advertisers. Research actually shows that the more engaged television viewers are, the more they interact on digital media. Internet companies with an established web presence are turning to DRTV advertising to engage consumers and drive them back to the web, thus reinforcing and increasing the impact of their digital marketing campaigns.
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