The Realization of Tv Advertising

Tv advertising is long been recognized as the most exorbitant yet the most potent medium of advertising with massive reach and creating brand awareness. Back in the old days, advertisers had relatively fewer choices of advertising the product due to fewer media of advertising preferably the traditional media which consist of tv, print, radio, out of home (OOH), bill boards, cold selling and a few other.

 Satellites, cables were popular back in the 80’s and most of the audience was found there. The audience was not fragmented. It is not the same anymore. After the advent of digital advertising in 1994, the advertising landscape witnessed a monumental change. Audience responded well to this change which persuaded the advertisers to shift and increase ad spend on the digital advertising as well.

The emphasis is more towards data-driven marketing now because it is easy to measure results and ROI of your marketing activities.

The ads you see on your tv are not there by magic. A lot of planning goes into it. We call it media planning. In a nutshell, it is all about planning when and where to show the ads and at what time. The channels to be used by the advertisers i;e both online and offline channels and the execution is also a part of media planning.

 TV advertising is incomplete without some using some common terminologies which is known by the advertisers who advertise their products and services on tv.

 A rating point metric gives you the size of the audience you are reaching with your message through a specific media platform. The terms include Gross Rating Point (grp), Target Rating Point (TRP).

GRP is the percentage of the viewers achieved by a specific media vehicle or schedule out of the total population of the total viewers of television. It is expressed as a percentage. For example, if a particular program has a rating point of 10%, it means that 10% of the tv audience in the country watched the program. GRP helps media buyers in trying to fathom the exact value the are getting in return of airing the ad.

TRP, if put in easy words, is a more refined form of grp. Trp shows the number of our target audience our message reached. The reason advertisers would be more interested in knowing the trp of a program before investing money is that it measures the weighty impact that our ads can create.

Advertisers spend massive amount of money to purchase ad spots in high trp shows and content as they guarantee the fact that the ad would be shown to a large number of audience and relatively more relevant audience.

The rise of technology and use of data has led to more options now being available for advertisers to measure the success or failure of the campaign by viewing the metrics involved in tv advertising.

New terminologies like IGRP and ITRP emerged few years back which primarily focus on measuring the impact of advertising on internet. Digital advertisement is on the rise and this rise is not going to end anytime soon due to a gigantic shift in the use of internet. Igrp, for example enables advertisers to analyze the total impact of the ad that it is creating on the brand in terms of both quantitative and qualitative factors.

With enormous amount of data, decisions and targeting based on geo, demo and psycho would become easy and done more frequently. Ad measurement is becoming much easier than it used to be in the past with only trp’s and grp’s help advertisers

The dynamics of TV advertising are changed as well. In the past, the linear Tv which includes (cable, satellite and broadcast) which provided fewer choices to the viewers in terms of the content they can watch.

In simple words, in linear tv a viewer can watch the content he or she likes at the time it is aired. Not after that of before that.

In the early 2000’s connected tv which is also known as smart tv came and completely changed how advertising was done. However, this does not mean that linear Tv is dead. No it’s not. Although advertisers have reduced their ad spend on linear tv and many of them are increasing ad spend on digital advertising and new forms of media.

 The fact that Tv is still the most expensive form of advertising with the highest reach cannot be denied. This shows the strength of tv advertising and why advertisers should not ignore this predominant medium for the spread of your message.

 Advertisers have the data of their target audience. They know where their target audience is, type of content they watch and their buying habits thanks to cookies and never-ending data collection by the search engines to pin point targeting of customers.

TV advertising is vital for you over advertising plan. It should be done wisely keeping in mind of targeting the ride audience at the right time at the right place only you are micro-targeting.