Video Marketing Vs. TV Ads
Most marketers now recognise video ads critical role in promoting their products and services. However, many other terminology is used to describe the nature and function of your videos. Two such concepts that are frequently misinterpreted are “video marketing” and “TV advertising.”
Both are effective strategies for promoting a company through video, and each provides its own set of advantages. However, there are also notable distinctions between the two.
Knowing which strategy would work best for your next video marketing campaign is crucial, especially if you have specific objectives or limitations to work within. You need to know the differences to promote your brand successfully using video.
What Is Video Marketing?
“Video marketing” refers to using videos to spread awareness about a business or its wares. It can stand alone as a marketing tactic or be combined with others, such as social media or content marketing initiatives.
Existing material, like blog entries, could be distributed via online video marketing by having it adapted as video and redistributed across platforms. The video provides an emotionally compelling means to interact with clients and captivate their attention in a digital environment overloaded with different forms of content in various formats, all competing for the same audience’s attention.
Videos can develop a relational tie between a firm and its consumers because they are an engaging and emotion-eliciting channel. Consumers engage with media in various ways depending on the type of material.
There is a specific demographic that responds better to video than they would text or other forms of product promotion and communication. Video marketing is becoming increasingly important as a content distribution medium because of the rising number of people who access the Internet through their smartphones and other mobile devices.
How Does Video Marketing Work?
In practice, the “how” of marketing with video is simple and cost effective. The marketing team at your firm produces films to increase exposure to your brand and products and generate leads and sales. Because video marketing is a data-driven field, your marketing department must monitor customer interaction and other metrics to gauge success. Video marketing typically functions as a part of a more significant marketing effort.
Benefits Of Video Marketing
Businesses may reap many advantages from utilising video marketing.
A compelling video can connect two people much more quickly than text alone or junk mail. It comes across as more approachable and trustworthy because of its friendly tone, depth of information, and human touch.
Video, whether long or short, is a fantastic sharing asset. Due to the inherent boost in customer involvement, the potential audience for a video is widened.
Increases Rankings In Search Engines
Google prefers websites with video content in their search engine results pages (SERPs) due to the growing popularity of online video. Search engines can easily index videos if appropriate links are created between sites and videos, relevant keywords are used, and transcripts are included.
Increases Success Rates And Revenue
Sales can be boosted, and the buyer’s journey accelerated by using video at various points in the process. After seeing a video, users are more familiar with a product or service, which can influence their final purchasing decision.
Products Get More Attention
With more people watching videos online, promotional videos and branded events systematically get people interested in a brand’s wares making brand building more effective. Products are more likely to be remembered if they are presented engagingly.
Targets The Mobile Audience
The mobile user community appreciates video content adapted for mobile devices and offered via popular platforms. A short movie can convey the same information more effectively than a lengthy paper.
Disadvantages Of Video Marketing
When it comes to video marketing, businesses confront several obstacles.
Develop A Plan For Using Videos In Advertising
Strategy development that serves the needs of brand aims and its objectives might take time. Video campaigns and the types of videos to generate require extensive thought, planning, and testing, even if the intended audience is already established.
Create Something That Will Interest An Audience
Many companies need to improve at making videos to make what their target audience wants to see. Including video in a marketing campaign is only sometimes the solution to the question of what to include, so ensuring the content will be relevant to the audience is vital.
Grab Attention Immediately
It is easier to be a strong auditory and visual storyteller, and making a film that grabs someone’s attention quickly is even more challenging.
Get Videos To Be Unique
People’s attention spans are short, and there is a lot of competition in the market, so it can be challenging to separate from the crowd with material that people want to see.
Create Something Worthwhile
Creating high-quality content is often a costly and time-consuming endeavour. Therefore you need to be willing to spend money for quality. Capturing, editing various video types, and sharing it effectively takes much practice if the creator needs the necessary tools or knowledge.
Types Of Video Advertising
The following are the various forms of video marketing that can make a major difference in your marketing efforts:
- Animation: Cartoons are enjoyed by everyone. The animation uses entertaining visuals to explain abstract ideas.
- Augmented reality videos: By adding a digital overlay to the user’s vision, Augmented Reality (AR) is an excellent tool for demonstrating how a company’s product would look in a particular scenario.
- Brand Videos: You can use these videos to promote your business’s name, goals, and wares.
- Demo Videos: Unboxing and software demos are just two examples of what these videos might demonstrate.
- Event Videos: Is there a conference, meeting, or other gathering being held by your business? Make a video of the best moments!
- Explanation Videos: These videos are easy to comprehend and help the target audience realise why they should use or purchase your services. Typically, these movies will portray a scenario in which a customer faces an issue, and the company’s goods or services are presented as the means to remedy that issue.
- How-to videos: These videos serve two purposes: they educate your audience and assist them in developing a more profound respect for your brand.
Future Of Video Marketing
Digital marketing is profoundly affected by artificial intelligence, something most brands have realised. In the last decade, this has become an undeniable fact. Thanks to developments in AI, business and marketing professionals have access to many new resources if they have been experiencing a hard sell in there past marketing efforts.
Artificial intelligence has undeniably benefited video advertising. Take advantage of the newest technology and all they offer if you want your organisation to thrive in the future.
What Is TV Advertising?
Creating and showing commercials on television ads to promote a product is known as “television advertising.” Commercials on television are among the most visible and frequently seen by viewers. This is because it has a significant scope, frequency, and effect.
TVs are still the most popular medium for advertising, despite the rise of over-the-top (OTT) services and digital world content. The typical Australian spends almost four hours daily in front of the tube. As a result, there are numerous channels via which advertising can reach their target audience.
A Practical Explanation of Television Commercials
Commercials on TV are effective because they distract people from what they’re trying to watch. Multiple commercials, each lasting 15 to 60 seconds, are often shown within a single show episode, which can be distracting.
While it could be better for viewers, this is a crucial revenue generator for TV stations in specific demographics. A commercial for television can be made in various ways that target the users daily life. Marketers can develop the creative with an advertising agency and production house.
After the commercial has been produced, it must be scheduled to air on television. Usually, this is handled by a media buying or advertising agency.
An advertisement’s price tag can change significantly based on several factors, including when it airs, what day of the week it is, how long the commercial is, how popular the show is, and which channel it appears on.
Benefits OF TV Ads
Brands can benefit significantly from television commercials despite popular notions to the contrary. Even more so now than ever, watching television is a common pastime. Television is a refuge for many Australians from the pressures of life. Enthusiastic followers watch concerts and athletic events live to witness their favourite musicians and athletes perform.
When appropriately executed, television commercials can persuade and touch viewers emotionally. No matter how you get your TV signal—an antenna, satellite dish, cable provider, or internet-connected device—we believe television has a place in your media lineup.
We have listed seven benefits to help you make a case for including television commercials in your media plan.
Numerous People Watch Television Every Week
TV’s accessibility is unrivalled. Nearly all British houses have at least one television set. Television usually comes to mind first when we quickly think of ways to reach a broad audience. While teenagers spend about seven and a half hours per week watching TV, older demographics are more common in traditional TV viewership. Affluent members of Generation X and the Baby Boomer generation can be easily reached in this fashion.
More Time Is Spent On TV
Australians are relieving stress by listening to music and viewing more comedies, action movies, and dramas than ever before. The WFH workforce’s growth paralleled the coronavirus spread across the United Kingdom. Due to fewer hours spent commuting and more regulations on public meetings, more time was spent watching television at home, which boosted Connected TV’s popularity.
Although traditional TV viewing has returned to pre-COVID-19 levels, CTV usage has remained elevated. And watching TV is still a social activity. Co-viewing increased in the early stages of the pandemic, and this trend was seen in all forms of television distribution.
There Is A Mutual Benefit Between Television And The Internet
Online businesses can only succeed with television. TV advertising can increase brand trust. In the beginning, this reaches more people than online ads would. TV commercials catalyse all other forms of marketing.
Even while viewers are multitasking, they are still very much paying attention to what’s on TV. Viewers can participate in a communal viewing experience with their friends through social media platforms.
Commercials and TV shows will both keep nudging viewers in the direction of internet resources for deeper exploration. The result is increased customer retention and enthusiasm for the brand. Online contributes to making TV a more efficient medium, and this synergy will grow stronger as time goes on.
Promoting On Television Might Be Cheap
TVs can be reasonably priced. Can’t you swing a cable subscription to the NFL playoff game? Invest in critical local markets instead of using broadcast television. Need a cheaper option for a TV viewing experience without sacrificing quality? Using Connected TV, you may pre-purchase an estimated number of sports impressions.
It Is Getting Easier To Fish Where The Fish Are
Television can target specific audiences in strategic regions if there are other priorities than broad exposure. With the help of addressable advertising, linked TV, and programmatically purchasing TV audiences, this strategy is constantly evolving for the better. The once-ubiquitous medium has broadened its reach beyond traditional advertising geotargeting, niche programming, and cable networks.
Ad Formats Adapt To Improver User Viewing Experience
TV stations have been experimenting with 6-second bumper commercials since YouTube introduced them in 2016. The share of such brief commercials, however, has been falling recently. Advertisers choose longer ad formats to build brand recognition and credibility.
Ads on television are more well-received than those on online display. Creative choices are being made by agencies utilising data. Consumers respond positively to advertisements that reflect their experiences or highlight aspects that help them readjust to life after a pandemic.
TV Has a Devoted Fan Base
There is still a dedicated following for long-running series, and news programming, particularly, is gaining viewers. Eighty-four per cent of consumers, according to an IAB study, think advertising in the news raises or keeps brand confidence. TV news, especially local news sources, attracted younger, more varied audiences due to the epidemic, social upheaval, and election coverage.
Problems With TV Commercials
Marketers should also be aware of the downsides of television advertising:
Television commercials are some of the most expensive forms of advertising. Creating and airing high-quality commercials costs a lot of money.
Advertising on television can reach a large number of people, but it could be more targeted. This means advertisers will fork out money to reach people not considering buying their wares.
Confinement Of The Imagination
The creative potential for TV advertising is limited by their short running times. This can be difficult for advertising that is trying to be noticed.
One-Way Medium TV commercials only encourage a little audience participation because they only play in one direction. This can make it tough to connect with the target demographic and motivate them to take action.
Not As Adaptable
After a TV commercial has been developed, modifying it is a costly and time-consuming process. This means that commercial producers must double-check their work before airing it.
Declined Throughout The Past Few Years
Since more and more individuals have been going TV-free in recent years, its appeal has been dwindling. Because of this, fewer individuals will be around to see your TV advertising.
Types Of TV Advertising
Television commercials can take many forms.
- Commercials shown on TV: Commercials shown on television are almost always TVCs—ads like these broadcast during 15- to 60-second commercial breaks.
- Placement of Products: To “product placement,” to have a product or service prominently displayed in a film or TV show. The product can be integrated into the plot naturally (such as when a character uses an iPhone) or artificially (when the product is seen up close or used in a pivotal moment).
- Brand Integration: An example is when a product or service is shown prominently or given away as a prize (as on Fear Factor, when the grand prize is a Ford truck).
- Infomercials: Infomercials are long television commercials that typically air at odd hours or on weekends. They usually go on for at least 30 minutes and end with contact information for the listener to act on.
- Overlay: Overlays are commercials that run across the bottom of the screen for 10 seconds during a TV show. During major events, they are often utilised to advertise upcoming shows or products.
Future Of TV Advertising
As televisions get more sophisticated, so too must TV commercials. Marketers may target their advertising to specific audiences and tailor their messages to each viewer using data. TV advertising will likely become more targeted, relevant, and engaging.
Traditional Television commercial, meanwhile, need to catch up to mobile advertising. The proliferation of online videos services like Netflix and YouTube video has given viewers greater flexibility in choosing and viewing their favourite shows and movies.
As a result, commercials can now be seen on platforms other than television. On the plus side, TV commercials are not going anytime soon and remain an integral part of the marketing strategy.
Though they have some similarities, advertising and marketing tools serve distinct purposes. This blog will explain the distinctions between the two so that you, your company, and your clients may have more successful conversations about planning and monitoring marketing and advertising campaigns.