Flash back to the ’90s, to the first time Bollywood stars Aishwarya Rai and Aamir Khan shared screen space for a Pepsi advertisement. Aishwarya, then a budding model, is even now remembered as the charming Sanju who left Aamir moonstruck. They came, they acted, and left the world swooning. There’s a reason why we all still remember the advertisement, though both the stars later parted ways with the brand and became brand ambassadors for Coca-Cola. Television advertising, with its unique mix of production and audience-targeting techniques, has a huge scope for consumer engagement.
Over the years, the rise of digital media has necessitated that marketing executives use a part of their advertising spend for internet marketing. However, as per a Nielsen survey, television advertising still takes the lion’s share — 70 percent — of marketing budgets. Incidentally, online companies like Netflix and Google are also dedicating a large portion of their advertising spend to television advertising.
Realising the long-lasting effectiveness of television branding, companies are now integrating this medium with their digital strategies to get optimal results. Here are a few ways in which the medium is inspiring more creativity across other media channels:
Demographic targeting: Picture this. A person sitting in New Delhi and one sitting in Nagpur might be watching the same cricket match but not the same commercial break. Thanks to demographic-based targeting, brands can choose regions where they would like to expand their presence. Analytics has made it possible for a brand to focus its advertising on certain geographic regions. A KPMG-FICCI report, titled ‘The Future: Now Streaming ’, said “Geo-targeting can help attract new advertisers, especially small businesses and regional players.”
Multiplier effect: Television commercials tend to have a ‘multiplier’ effect on other media channels. In other words, the brand awareness created by a television advertisement leads to other elements of a marketing campaign working harder. As per a survey by ThinkBox, the multiplier effect of a TV advertisement on radio could be as high as 100 percent and up to 50 percent in the case of print media and outdoor advertising.