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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 .

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The Advantages of TV Over Out-of-Home

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  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:

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