Question… Can you spell bologna without singing the Oscar Meyer jingle? Well, of course you can, because you’re reading this blog and it’s simple to read it and then go back and spell it. But, seriously. If you’re making your grocery list and know you need to put THAT lunch meat on the list, does the Oscar Meyer jingle quickly pop in to your mind as you spell B-O-L-O-G-N-A? For me it does. Maybe I’m dating myself, or maybe I’m just not good at spelling! LOL.
My point is that those cute little jingles often get stuck in our heads as we hear them while watching our favorite broadcast shows or streaming some of our favorite Netflix series. It’s the power of advertising, even though it seems very subtle.
Let me give you another scenario.
Imagine this: You’re driving home, and a catchy jingle from a local personal injury law firm plays on the radio. Later that evening, while watching your favorite show, you see their commercial again. Days or weeks pass, and unexpectedly, you end up in an accident and are injured. Then you find yourself in need of finding personal injury attorney.
What do you do? You grab your phone and go to Google, right? But, you might go directly to Google to search for the firm that’s been subtly embedding itself in your memory over the past several weeks!
This scenario isn’t unique. It’s a testament to the power of broadcast television in building brand awareness. Yet, in the age of digital dominance, these traditional mediums often don’t get the credit they deserve.
The Attribution Dilemma
In marketing, attribution models determine which touchpoint gets credit for a conversion. The most common model? Last-click attribution. This model assigns 100% of the credit to the final interaction before a purchase—often a digital ad or a Google search. But this approach overlooks the initial touchpoints that introduced the consumer to the brand in the first place.
According to a study by TVB, 60% of consumers stated that TV ads motivated them to begin researching a product. For the automotive industry, this figure jumps to 72%! tvtechnology.com
The Role of Broadcast TV in the Consumer Journey
Broadcast TV remains a dominant force in media consumption. Adults in the U.S. average over three hours per day watching linear broadcast TV . Moreover, 80% of Americans trust TV ads most when making purchasing decisions, compared to just 43% for social media ads. (aithority.com)
This trust and extensive reach mean that TV ads often serve as the first point of contact, planting the seed that eventually leads to a conversion. However, when businesses rely solely on last-click attribution, they risk undervaluing these crucial initial interactions.
The Digital Echo of Traditional Advertising
It’s common for consumers to use a “second screen”—like a smartphone or tablet—while watching TV. In fact, 35% of U.S. consumers who watch TV with a digital device in hand use that second screen to look up or shop for products they’re seeing advertised on TV. (aithority.com)
This behavior underscores the synergy between traditional and digital media. A TV ad sparks interest, leading consumers to seek more information online. Yet, without recognizing the initial TV exposure, businesses might misattribute the conversion solely to digital efforts.
Rethinking Your Advertising Strategy
To truly understand the effectiveness of your marketing campaigns, it’s essential to consider the entire customer journey. This means acknowledging the role of broadcast TV in building brand awareness and influencing purchasing decisions.
By integrating both traditional and digital advertising strategies, businesses can create a more cohesive and effective marketing approach. Recognizing the value of each touchpoint ensures that resources are allocated appropriately, maximizing return on investment.
Take Action
If you’ve been focusing exclusively on digital advertising, it’s time to broaden your perspective. Consider how broadcast TV can complement your digital efforts, enhancing brand visibility and trust.
Ready to explore the benefits of integrating broadcast TV into your marketing strategy? Let’s chat about how we can tailor a campaign that aligns with your business goals.
Let’s ensure every step of your customer’s journey is acknowledged and optimized.
