Ask any entrepreneur about what their ambitions are for their business, and achieving brand fame is bound to feature high up the list.

Ask them about which brands they aspire to emulate and chances are that most of them will refer to brands made famous though TV advertising, or who’s fame and credibility is amplified by TV advertising.

Ask the same entrepreneur about what they think about TV advertising in relation to their business and they will probably acknowledge its power and impact, but dismiss it on the grounds of high cost and lack of precision targeting.

But what if you could identify the households that exactly match the customer profile that you are trying to reach, and be guaranteed that you will only pay to advertise in those households if there is clear evidence that your ad was seen? That level of targeting and accountability coupled with the power and impact of TV is what is encouraging so many brands to take what is very often their first step into the world of TV advertising.

Many businesses that are either constrained by geography or aimed at niche audiences (or both) often find themselves at a disadvantage versus their national counterparts in so far as TV is not on the shopping list of available, viable media options. The reality of a media mix that includes the local and regional staples of search, print, radio and posters is that without a lead medium capable of landing a big idea and changing consumer behaviour and perception, national brands that can justify using network (linear) TV will outplay them in the minds of their audience.

If you can find a cost effective way to use TV, it follows that everything else you do in marketing terms will be more effective. And for entrepreneurs open to breaking out from the limits of media convention, the time for highly targeted, highly accountable TV is here.

 

By David Sanderson, Head of Sky AdSmart Local and Development.

David will be sharing his thoughts and advice on "TV Advertising for Businesses of all Shapes and Sizes" at the Digital Marketing Show 2015. Book your free ticket here! 

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