Online Advertising or TV Advertising – Where are Your Marketing Dollars Best Spent?
Television has long been the great escape from the exhaustions of the day.
And for businesses, it has been the long-standing panacea for promoting and advertising their products.
Knowing consumers were definitely tuning in to their favorite television series—after a long, tiring day at work—we used this opportunity to swiftly slide in our commercials within the 30-seconds break.
Television ads served to be their only source of information about different products and promotional offers.
However, with the advent of internet, everything has changed.
Consumers now spend less time in front of their TVs because anything that they want to watch on a TV, they can also watch on a laptop or a smartphone online—that too, on demand. If they need any information about a product or a service, they don’t necessarily have to rely on the TV ad to pop up – they can access the relevant information online.
Which brings us to our question of the day:
Does TV advertising still hold the same value it did in past or does advertising online is a better bet on returns?
Where are your marketing dollars best spent – on online advertising or TV advertising?
In terms of most used medium for consuming media information
At the close of 2017, TV was still the most used medium for consuming media information. However, internet is fast closing in. In fact, it has been forecasted for 2018, the difference between the time spent on each of the two mediums to consume media information could narrow down to just 7 minutes.
In terms of cost per lead
It’s a common knowledge that to design and run a TV ad campaign you need to invest significantly more than what you need to invest to run an online advertising campaign. Moreover, online advertising platforms also offer discount and other incentives that helps lower the marketing budget needs even further. All this translates to a lower cost per lead for online advertising.
In terms of penetration…
Internet is a global technology, but so is TV media broadcasting. However, with TV ad campaigns you are still limited in terms of penetration. If you want to run a TV ad in another country, in different language, you will have to comply with certain regulations which may restrict you from fully leveraging your ad campaigns.
With online advertising, it is much easier and convenient to reach a wider audience, hence it automatically yields higher penetration.
In terms of retention
Ask yourself, which ad are you most likely to recall—a commercial seen on a TV or a banner ad displayed on a website?
Of course, TV ads offer higher retention than online ads and your answer is the evidence to it.
Both online and TV advertising have unique set of advantages. As such, every marketing strategy should have plans encompassing both mediums.
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