For most mobile app developers, the decision about how to market their product isn’t a very difficult one. Digital marketing and mobile ads are inexpensive, measurable and widely seen by their target audiences. While this is still sound logic for apps that are just starting out, larger apps are incorporating large scale TV advertising as part of their marketing mix to ensure continued growth. TV ads are providing that final push that turns an obscure mobile app into a household name.
#1 Digital ad fraud is becoming a major pain for marketers
One of the major reasons for the transition from digital marketing to TV advertising among mobile apps is that digital marketing just isn’t what it used to be. While online marketing can still reach consumers effectively, sites like Facebook have seen their advertising prices skyrocket over the past couple of years, decreasing their usefulness for up-and-coming businesses looking to break out. Not only that, but consumer engagement on sites like Facebook may not be as easy to track as marketers originally thought.
Automated computer programs that generate website traffic automatically, make it difficult for advertisers to tell how much exposure their online ads are actually getting. The advantages that digital marketing used to provide over traditional media are slowly fading away.
#2 TV advertising dollars are accountable
As large scale online marketing becomes less attractive to established companies, television advertising is taking off among marketers of mobile apps. By becoming more measurable through data analytics, television advertising now offers one of the very same perks that gave online marketing an advantage in the first place. Marketers can now quantify the direct impact that their TV ads have on their sales, giving them concrete numbers to justify their campaign.
#3 TV boosts brand awareness along with sales
As the television advertising business continues to mimic digital advertising in some areas, TV also carries advantages that digital media lacks. For starters, when a company advertises on TV, 37% of the sales effect of the advertising is transferred to other products under that brand’s umbrella and drastically increases overall brand recall. So while digital media and TV ads can both lead directly to sales, TV provides an extra boost to brands as a whole - bonus!
#4 Consumers generally trust brands that advertise on TV
This can likely be explained by the way in which consumers view brands that advertise on TV. Since TV is considered to be the epitome of mainstream, consumers tend to trust TV ads more than any of the other types of advertising. Meanwhile, online advertisements and mobile promotions rank second last and third to last respectively, beating out only text message ads on mobile phones in terms of consumer trust. The digital duo is gaining popularity, however they are under increasing scrutiny as mobile ad blockers are integrated with mobile devices. TV ads are still the gold standard when it comes to advertisers legitimising their brand.
#5 TV ads are helping mobile apps go mainstream
While digital media still provides new mobile apps with relatively cheap, effective advertising, many successful apps are turning to TV advertising to expand their brand. The scale and trustworthiness of television allows app developers to legitimise their work by appearing nationally alongside established, respected brands. Even though online marketing is valuable to many companies, the mainstream presence of TV is something that online marketing can’t offer.
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