Category : TV Advertising

Hey, traditional may not be the only option!

The best marketing campaigns are ideally mixed, just like your favourite cocktail.

Australian brands and agencies spent $9 billion on digital advertising in 2019. This figure confirms what you probably already know — leveraging digital media in your marketing mix is important.

But, there are a lot of people who believe that investing in more online techniques means abandoning the tried and true traditional methods.

The only justification to stop using traditional advertising is when your consumers no longer go outside, listen to the radio, watch TV, or socialise with individuals who use traditional media. Put simply — traditional is still sticking around.

Instead, it’s about combining the two.

Layering traditional with digital marketing techniques gives you the potential to transform your business through explosive long-term growth that can make you a powerhouse in your industry.

So, how can digital amplify traditional?

It’s active and passive
Traditional marketing is generally considered to be passive in creating brand awareness and demand. Whereas, digital marketing actively involves the target audience and drives conversions. This really allows the two techniques to complement each other, working together to realise the company’s intended objectives.

It’s more personal
Traditional media is a highly effective way to reach a broad consumer base, but digital media is a great way to reach out to a super targeted and specific audience. Digital marketing centres around getting to know the consumer on a deeper level, so you can tailor your marketing to be highly relevant and continue building a relationship with that consumer until you drive them to convert.

What happens when you combine them?
A dual approach extends your business. You can yield insane results. Customer acquisition, reputation management, and brand management. It’s all there when you use every marketing strategy you have at your disposal.

When a strategy is built that allows digital and traditional to work together, the benefits can be huge. Diversifying your marketing strategy is great for long term growth. Short of some marketing catastrophe, where every medium fails, you’ll almost always continue moving forward when you are relying on a combined digital and traditional approach.

Here’s how they can work together

• Traditional ads can direct people to your social media properties
• Social media promotes further engagement
• Combining traditional and digital media builds brand loyalty

Finding the right mix of digital and traditional media is about understanding who your consumers are, what they buy, and where you are most likely to interact with them. Being able to do this ensures you’re able to deliver a consistent brand message across the channels that are right for your brand.

If you need help getting started on creating an integrated marketing approach, get in touch with our team. With the help of our digital agency, Sunny Digital, we work together to help you
develop a coordinated plan for how to engage your audience on each platform — across digital and traditional.

Author: Nicole Moore, Account Manager

Remaining unbiased & relying on research to guide strategy

In the world of advertising – and moreso that of working in an agency – if I had a dollar for every time, I heard a client, friend or even colleague say… ‘but nobody watches television anymore,’ I could honestly nearly retire.

These conversations occur often… and likely on the back of presentation of new consumer and media research, and the recommendation of tweaks to a client’s advertising strategy based on this research. Or even more often upon meetings with new clients or potential clients that have previously developed their own advertising strategy.

The conversation often continues with…… well I definitely don’t watch that television network/ channel / show……. OR I don’t read that magazine…… OR I don’t listen to that radio network and I really don’t like their breakfast team…… OR I never see billboards or transit advertising! You name it we’ve heard it, multiple times over.

I honestly believe this leads to possibly one of the biggest disconnects in the world of advertising, with company’s choosing to advertise in mediums that they like (which may or may not resonate with their target audience at all). Whilst we know that business Owners and Directors know their businesses better than anyone, this doesn’t always continue to understanding the best mediums to reach their target audience.

At Q Advertising, we often use the phrase – you are a sample size of one.

We have grounded Q Advertising on our research capabilities, using independent tools such as Roy Morgan, Neilsen, Census, GFK, Deloitte and many more, so we remain unbiased in our media strategy and selection. The truth is that all media channels have their strength in specific scenarios, with specific budgets and in reaching specific audiences, which is always underpinned and uncovered by research.

What we do know, is that research shows time and time again television advertising reigns supreme when it comes to influencing buyers. Only earlier this month, a report was released by B&T stating that 56% of respondents – to a 2000 participant survey – agreed that they were more likely to buy something as a result of seeing a TV commercial, more than any other medium. Beyond this, the same survey showed that 65% of respondents agreed that advertising helped them make a purchase (great news for us at QA 😊).

There is often concern that the TV landscape has become diluted with the inclusion of digital channels (the like of 7mate, 7Two, Go, Gem, Peach, Bold etc), catch-up television platforms and multiple subscription video services (Netflix, Stan, Foxtel etc), which have all made audiences harder to reach.

The truth is that people are still watching the same (if not more) television than ever, it is just across different platforms and rather than advertisers focussing solely on a linear free-to-air television strategy, we now must develop a video strategy to encompass advertising consistency across multiple platforms. The 2019 Consumer Media Survey by Deloitte supported these trends, finding that the average Australian watches 22 hours of television per week (12 hours broadcast, 3 hours catch-up and 7 hours SVOD – subscription video on demand).

A similar story can be told across the audio landscape, with people deeming that the launch of podcasting, Spotify, Apple Music and multiple streaming services has diluted live Australian radio, when nothing could be further from the truth. In 2019, 61.3% of all audio consumed in Australia was on live radio. However, similarly to television, developing a multi-faceted audio strategy to include live radio, podcasting, streaming etc has quite often replaced the linear live radio strategy of the past.

Essentially, what all of this means is that RESEARCH IS KING.

At Q Advertising we pride ourselves on being experts at media, however we can never know what every consumer group in every market is doing (it would be impossible). So, we remain unbiased, conduct all the necessary research to ensure that every media strategy is grounded in reaching the highest percentage of a client’s target audience within the parameters given.

Author: Sarah Davis, General Manager

Get the low down on Director Trevor Larkins

Trevor was born in his father’s home town of Colac in regional Victoria and like so many country towns, football was a way of life.

His father played for Geelong in VFL back in the 1950s and narrowly missed out on playing in a premiership team while his mother was also a very keen tennis player. The family moved from Colac to Swan Hill after Trevor was born, which is where Trevor’s football career began. He started playing when he was 6 years old for Swan Hill juniors St Mary’s School Team and then progressed on to Swan Hill under 17s before playing in the senior team.

Netflix reaches 2.63 million Australians

If you haven’t heard of Netflix you must be behind the times… it’s the latest subscription video on demand service that is finding its way into Australian homes.

The latest Roy Morgan research revealed that Netflix is now in over 1-in-10 homes reaching 2.63 million Australians.

Originally formed in the US, Netflix and its Australian rival Stan are becoming an entertainment of choice around the country. Since March this year, the Netflix subscription service alone has gained over 100,000 home subscriptions every month and looks to continue this rapid growth.

So what does Netflix mean for advertisers? Currently there is no advertising on Netflix and earlier this year Netflix CEO Reed Hastings was quoted as saying the service would never rely on advertising to pay the bills.

It seems that the popularity of the service is highly aligned with the fact that there is no advertising. After testing some advertising that related to program content only there was a wave of online criticism at the service, and many users turned to social media with threats of boycotting the service if they introduced advertising. So did Netflix learn their lesson? It seems that no advertising has been introduced since and Netflix fans have been left happy but only time will tell.

So will Netflix take over the world? I don’t think so. Australian consumers still turn to Free-to-air TV as their main source of entertainment. With popular programs like the News, Reality TV and multitudes of new TV series we will always rely on Free-to-air TV for something… and it’s free!

TV and Social Media

The best thing that has happened to TV is the second screen… ipads, mobiles and laptops. TV is now interactive and will continue to develop in this area.

Social media gives Television a new lease on life, viewers can now participate in the program they are watching via voting and online discussions. Television stations are now incorporating social media into their programming, allowing live relays of fans tweets and online posts to appear live on screen during a broadcast.

Social TV is massive for the next generation.  Currently, 40% of all tweets are about prime time TV shows. This is because TV viewers are multi-tasking and socialising while watching TV shows.

Some of the most popular second screen activities for TV viewers is to use social forums while watching TV to discuss the shows they are watching.

Social media has also become vital in promoting TV shows. The majority of all Prime Time TV shows now have their own social media page and online streaming available. Allowing viewers to never miss an episode, and keeping viewers interested in the show by revealing teasers, learning about the cast members, competitions and more.

Nielsen are now measuring Twitter TV ratings to see what TV shows are being talked about the most online. In 2013 the American Series Breaking Bad averaged 521,000 tweets per episode.

We can only expect TV & Social Media to get bigger and better!

 

 

Why should I advertise on TV?

2013 has seen a change in the way marketers advertise, many choosing to spend more of their budget on online than ever before. While online has definitely proved itself as a new must in your media mix that cannot be left out, it isn’t time to stop advertising on TV and most likely never will be… here’s why.

TV is still the primary media for watching video content. The average time spent watching TV a month per person is over 90 hours, compared to only 9 hours online. During prime time viewing an average person consumes 38 minutes of TV commercials, that’s approximately 114 commercials each night.

TV is massive for the next generation, in 2013 40% of all tweets were in relation to prime time TV shows, and research shows that watching TV while performing other online tasks such as reading emails, using social media, browsing the net or even watching another show or video at the same time are increasingly popular activities.

If we look at some of the top rating shows of this year you can’t deny that TV has a massive audience reach that no other platform can compare to. An episode of The Voice on Channel 9 attracted a massive 3.3 million viewers Australia wide and the AFL grand final on Seven attracted 3.2 million viewers, that is impressive!

So, we know TV viewing remains consistent but there are big changes to the way we are consuming TV.  Some of the key influencers are:

  • More time spend watching time shifted viewing and play back services
  • TV shows or snippets being watched on YouTube
  • Unofficial downloads of TV shows & movies
  • More free to air channels available
  • Combined TV and internet viewing activities

This means you need to work a lot harder to confidently plan a TV campaign, and marketers often need to spend more to maintain reach levels, making it even more important than ever before to employ an agency to strategically plan your advertising buy.

At QA we constantly monitor consumer trends and keep on top of what is happening in the Australian market. We work hard to ensure your advertising will break through to your audience by ensuring all of your advertising whether it be TV, Online, Radio, Outdoor or Press work together to get you the results you want.

We hope you enjoy reading the Queensland Advertising blog. For more information please visit our full website www.qadvertising.com.au

To see how we can help you, contact us today.


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