A tale as old as it might be for marketers to deem certain media outdated, one might have to think twice before putting TV on hold just yet. Especially if that someone is a brand seeking to grow and expand its presence across the audience spectrum. In fact, TV is just about the most relevant place to help put your brand on the map of consumer attention.

As scary as it might sound for new-to-TV companies to go as big as the television screen, it is the smartest move, especially for incoming and growing brands. In the long run, the cost of attention generated from the TV screen is much less expensive than the price of a one-time ad in the digital space. In fact, it equals the worth of about 40 desktop display ads to bring the same level of awareness for just about the same cost over time.

TV is here to stay because it follows some crucial principles that advertisers value: accountability, image, results and mass viewership. Not to mention that the overall effect of an ad seen on TV boosts the impact of all other channels used by brands – radio, online display, print, etc., thus reinforcing the entire media mix.

Emotion

The variety of tools applied in a television ad ranges from sounds, facial expressions and images so vividly recreated that can help you feel as if you are part of the on-screen experience. That is why FMCG products can be often seen in the breaks between your favorite shows – the audience simply enjoys the scene where the chocolate melts in the hands of the impatient child. Not to mention the emotion that the image of their logo can provoke for brand owners as well – research suggests the feeling is similar to experiencing a pivotal moment in your personal life.

Emotion in TV ads has a lot to do with a clip’s creative execution – and here is where the help of experienced media planners and design teams comes to play. Entrusting your strategy into a company that builds its entire business on the foundation of helping make your product its best possible version in order to generate audiences, is the first thing to go when deciding to turn to TV. Because on screen is where you can be under the spotlight and all eyes are on you – literally, and you need to make sure what they see stays with them for as long as they are promptly activated to use your product.

New-to-TV brands sometimes find themselves in the pitfall of creating videos that would typically be seen across the digital space – straightforward, call-to-action, usually single-speaker ads, which is not necessarily an ad meant to be seen by audiences as large as those on TV. This is why media consultants and sales executives are key.

Credibility

In the age of ubiquitous information, one can easily be tricked by free flowing content across the web, and without much thought can find themselves buying a product that is nothing like advertised. The regulations that all TV content needs to follow is what makes it the most accountable and trustworthy medium, and many times one refers to its content as display for authenticity.

Let us not forget that the current age is also one of misinformation and turning to credible sources is at best an advantage, if not a demand/necessity, and the past year has proven to all of us that television is still a force when it comes to news in the midst of unprecedented situations. Nations relied entirely on their TV set to follow the latest on the ongoing crisis, while at the same time rejoicing in its entertainment content as a type of distraction, which proved to us all that it is the place where all eyes are on, and will be so for a long time ahead.

Energy

Every good marketing strategist knows that the more visibility a brand has, the better it is for its positioning on the local consumer context. It is no coincidence that well crafted media plans include a mix of media channels – all for the goal of increased presence. The plan that gives the best results, however, is the one that highlights TV as its main communication channel, which according to global research is the boosting force that leads to increase across all other media.

In bTV Media Group the effects of that are completely achievable by applying a combination that has proven itself over the years – namely TV, radio and digital advertising, with the latter prolonging its effect via the on-demand platform btvplus.bg. Due to the low audience overlap between those three channels, they demonstrate sufficient coverage for every brand – both growing and established.

So, TV is certainly not a scary place for newcomers, especially if they know how to use it right. Do not be afraid to go big, just be smart about it.

By Konstantina Bandutova

bTV Media Group

Sales Department

Sofia 1463

Bulgaria Square No.1

National Palace of Culture, Administrative Building, 11th floor

Tel. (+359) 2 9176 800

Fax: (+359) 2 9176 886

e-mail: [email protected]