1 / 15

The Advantages of TV Over Out-of-Home

The Advantages of TV Over Out-of-Home. September 2014. The Advantages of TV Over Out-of-Home. Television sets itself apart from other media with its ability to offer sight, sound, and motion to generate emotional responses from the viewer .

Download Presentation

The Advantages of TV Over Out-of-Home

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. The Advantages of TV Over Out-of-Home • September 2014

  2. The Advantages of TV Over Out-of-Home • Television sets itself apart from other media with its ability to offer sight, sound, and motion to generate emotional responses from the viewer. • The qualities of television allow advertisers to create a long lasting and memorable brand image. • Television has unbeatable scale and reach that reaches audiences quickly and effectively. • The effectiveness of out-home advertising is derived from the frequency of the specific ads being seen. • Since most out-of-home ads stay in the exact same place for their campaign duration, only people who walk/drive by numerous times will notice the advertising. To begin with… Source: http://www.marketingscoop.com/outdoor-advertising-advantage.htm

  3. The Advantages of TV Over Out-of-Home • Out-of-Home can have more marketing impact when viewers don’t have their filters up and see messages out of context. For example, seeing Simon Cowell’s grinning face for The X Factor on a grocery shopping cart may make a potential viewer sit up and take notice. • Outdoor advertising is a glance medium. At best, it only draws 2-3 seconds of a consumer’s time. • Messages must be brief to fit in that 2-3 second time frame. Ninety-five percent of the time, either the message or the audience is in motion. • TV reaches viewers when they are most receptive to advertising. • Person-to-person communication is achieved through the combination of both the spoken word and unspoken elements such as body language and gestures. Secondly… Source: Magazine Advertising Effectiveness, Guy Consterdine, http://www.consterdine.com/articlefiles/50/mag_ad_effectiveness.pdf

  4. The Advantages of TV Over Out-of-Home • Television has both visual and sound capabilities which allowing it to come closer than any other medium to offer ideal communication. • Television’s ability to touch people’s senses simultaneously creates a synergistic effect that cannot be duplicated by only stimulating an individual sense. • The nature of the way you have to buy outdoor advertising (usually monthly commitment) is not conducive to a very short campaign. • Out-of-home advertising is highly dependent on the location of the advertisement. • In order for an advertisement to be effective it must be placed in a high traffic area. This is usually very expensive and also has to compete with several other advertisements in the same area. Source: http://www.marketingscoop.com/outdoor-advertising-advantage.htm

  5. The Advantages of TV Over Out-of-Home • TVB participates in omnibus telephone surveys conducted by BBM Analytics to gauge consumers attitudes towards advertising in all major media and to gain insight into their behaviour with media • Surveys include: • Perception of Advertising Effectiveness • Receptivity to Advertising • Screen Preference • Media Synergy • PVR Impact Consumer Surveys

  6. The Advantages of TV Over Out-of-Home • These most recent statistics continue to demonstrate that adults still spend noticeably more time with television. Cross-media Comparison Weekly hours Adults 25-54 Source: BBM RTS Spring 2014; Infosys+ PPM, M-Su 2a-2a, 2014 Broadcast Year

  7. The Advantages of TV Over Out-of-Home Most Influential Advertising Adults 25-54 Q. Which ONE of the following media carries advertising that you believe to be the most influential? • Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014

  8. The Advantages of TV Over Out-of-Home Most Persuasive Advertising Adults 25-54 Q. Which ONE of the following media carries advertising that you believe to be the most persuasive? • Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014

  9. The Advantages of TV Over Out-of-Home Most Powerful Advertising Adults 25-54 Q. Which ONE of the following media carries advertising that you believe to be the most powerful? • Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014

  10. The Advantages of TV Over Out-of-Home Most Authoritative Advertising Adults 25-54 Q. Which one of the of the following media carries advertising that you believe to be the most authoritative? • Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014

  11. The Advantages of TV Over Out-of-Home Most Engaging Advertising Adults 25-54 Q. Which ONE of the following media carries advertising that you believe to be the most engaging? • Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014

  12. The Advantages of TV Over Out-of-Home Most Relevant Advertising Adults 25-54 Q. Which ONE of the following media carries advertising that you believe to be the most relevant? • Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014

  13. The Advantages of TV Over Out-of-Home Most Effective Advertising Adults 25-54 Q. Which ONE of the following media carries advertising that you believe to be the most effective? • Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014

  14. The Advantages of TV Over Out-of-Home • Limited scope for message (e.g. no space for detailed text, phone number, location map) • Poor weather can affect the visibility of the advertisement, and limit the number of people even noticing the advertisement. • Outdoor advertising can be vandalized or fall into disrepair and reflect poorly on your brand or campaign. • Different municipalities have different by-laws/regulations in place to control outdoor signage and advertisements. Source: http://www.adglitz.com/2010/11/08/billboardoutdoor-advertising-disadvantages/

  15. The Advantages of TV Over Out-of-Home • Television is far more effective than Out-of-Home in conveying an advertiser’s message as TV impacts the consumer’s several different senses simultaneously. • Research shows people identify TV as the medium they find to be most effective, engaging, and persuasive. • The visual and emotional attributes of TV advertising allow for better retention of information and brand awareness on the part of the consumer. In Summary:

More Related