We live in a world where mobile devices are an intrinsic part of daily life, and as such digital media consumption is no longer linear but far more multi-layered.
For the first time, digital ad spend has overtaken TV. Traditional TV viewership is on a steady decline while more and more users turn to alternate devices. However, television remains a multi-billion dollar industry, with many marketers still listing it as a key channel in their overall strategy.
What’s important to bear in mind is that modern TV-watchers simply do not have the same undivided attention as they once did. A whopping 81% of US viewers use a second device whilst watching TV, and Facebook sees a three-fold spike in usage during TV ad breaks. These viewers may be messaging friends about what they’re watching, or simply looking for a distraction during the ad breaks, but one thing is for sure – the television does not have their undivided attention.
So, how do you regain their consideration to make sure your TV marketing dollars don’t go to waste? You have to go where their attention is – Social Media.
By combining the unparalleled reach of television with the engagement and personalization of Social, you can create a cross-channel strategy that increases target audience penetration and creates a significant uplift in brand awareness. A study by the Advertising Research Foundation even found that adding digital to a TV campaign can produce a “kicker” effect of 60% higher ROI.
While their attention may be spread across multiple platforms, today’s consumers are still hyper-visual. They don’t want to read a lengthy piece of content about a brand. Instead, they want to see the brand in action.
By incorporating Facebook and Instagram Advertising into your digital strategy, you can complement your television campaigns by distributing and re-enforcing the message to make it stick. Here’s some tips for you to get started:
- Use clips, stills and messaging from your TV campaigns to create ads on Facebook and Instagram, creating cohesion across channels and increasing brand recall.
- Leverage the Facebook Pixel to collect data of website visitors, and segment that data to remarket to those who have visited your site during ad breaks but dropped off once their show resumed.
- For multi-location brands, consider localizing certain aspects of your campaign, such as copy and media, to drive maximum relevance with each of your target audiences.
While multi-screen strategies are still hard to measure, it’s fair to say that by getting in front of your audience where they spend most of their time can only benefit the efforts of your television marketing.
Stay tuned for our next Blog about navigating your way to Facebook ad acceptance.