Is traditional TV advertising dying—or a driver of dramatic business growth?

Is traditional TV advertising dying—or a driver of dramatic business growth?

These days, everyone’s obsessed with digital, especially when it comes to advertising. As a result, there’s no shortage of people declaring traditional TV to be dead and gone. But if traditional TV is truly dead, why did advertisers spend more than $70 billion on the channel last year? And that number is actually predicted to grow over the next couple of years.

Advertising is a powerful and integral part of our daily lives. It keeps the economy churning. Worldwide, TV reaches more people than any other content-based channel, with most Americans ages 35-plus watching more than five hours daily. Savvy advertisers, particularly those focused on performance, know that TV can reveal their core customers and find new audiences.

Performance advertisers still find strong returns on traditional TV. Every brand wants to spend their ad dollars where they’ll reap the greatest reward. Digital proponents may rave about its ability to reach highly targeted audiences. But the more tightly you target, the more likely you are to make faulty assumptions about who your audience really is, thereby ignoring valuable consumer groups.

For example, our Marketing Architects team discovered many unexpected customer segments making new purchases while sheltering at home during the pandemic. While a TV campaign is a big investment, when you buy efficiently it’s worth gaining this type of insight. Plus, advertisers are reaching a broader audience, which is how brands grow.

Marketing Architects pioneered the All-Inclusive TV Advertising model, described in the book, “All-Inclusive TV, How Booming Brands are Reimagining TV Advertising.” The model includes five elements that comprise a well-orchestrated TV ad campaign: Strategy (expert research and planning); Creative (pretesting and production); Media (top-tier airings); Conversion (tech for lead acquisition) and Analytics (multi-model TV attribution).

Upfront costs for a national TV ad can cost millions of dollars, which is why TV has long been viewed as a channel restricted to the biggest brands with even bigger budgets. We take on upfront costs to give performance brands access to TV. But to make the investment worthwhile, you need compelling creative, powerful calls-to-action and lead acquisition tools, accurate measurement models and more.

It’s typical for traditional TV advertisers to see their metrics improve using the All-Inclusive TV model. In most cases, advertisers see their average order value increase. Sales begin to lift then take off. A proprietary artificial intelligence (AI), called Annika, enables advertisers to suggest the appropriate media buys with greater accuracy and speed than is possible for even the most experienced ad media buyer.

Annika sorts through the madness of the media marketplace to find the best buys at the best prices.

Companies best-suited for All-Inclusive TV advertising want a measurable return. They want to prove their customers are coming from TV. To determine if TV advertising is right for you, ask these questions:

To find a TV advertising agency that’s a good fit for your needs, ask them:

TV advertising is a big move. It’s important to use your money wisely and spend where there is accountability. You can get big results without breaking the bank.