But the truth is, TV is not only still relevant—it’s more powerful than ever. In this new era of advertising, television has evolved into something greater, a dynamic platform that spans both broadcast and digital worlds. Here’s why TV remains one of the most effective ways to engage your audience and how it’s adapting to the future.

The Unmatched Impact of TV

TV’s ability to deliver a powerful, shared experience to mass audiences remains unparalleled. While digital ads appear on countless devices, competing for attention in crowded spaces, TV offers a unique, emotionally engaging platform that still commands the living room. Whether it’s a national event, a major show, or breaking news, TV connects brands with audiences on a deeply emotional and memorable level.

It’s this ability to create moments—moments that people talk about, share, and remember—that sets TV apart. The medium has always had the power to create cultural milestones, and it continues to be a cornerstone for brand building and broad reach.

TV is Everywhere – Across Screens and Platforms

But TV advertising is no longer confined to the living room. Today’s television extends across multiple platforms—streaming services, connected TV (CTV), over-the-top (OTT) content, and mobile video. People still watch TV, but they do so on their own terms and across different devices, from smart TVs to tablets.

At TV Advertising, we embrace this shift. We know that while traditional broadcast TV continues to reach massive audiences, digital TV is growing fast, offering targeted opportunities on streaming platforms and apps like YouTube, Hulu, and Netflix. The real power of TV lies in its ability to blend both: the scale and impact of broadcast with the precision of digital.

Data-Driven TV: The Future is Smart

The evolution of TV isn’t just about where viewers are watching; it’s also about how they’re being reached. The future of TV advertising lies in AI-driven media planning and data-fueled insights.

Gone are the days when TV advertising was a one-size-fits-all approach. With today’s advanced technologies, advertisers can target audiences with the same accuracy and personalization that digital platforms offer. At TV Advertising, we use AI and analytics to optimize every campaign, ensuring the right message reaches the right viewers, whether on traditional TV or streaming platforms.

This data-driven approach allows us to blend the emotional power of TV with the effectiveness of digital targeting, delivering campaigns that perform across every platform.

TV is Agile, Adaptive, and Always On

As consumption patterns shift, so do the ways in which brands engage their audiences through TV. This is where agility comes into play. In a world where trends emerge and dissipate in days, your media strategy needs to be nimble, able to adjust in real-time to reach viewers where and when they are most engaged.

With programmatic TV advertising and AI-powered media planning, brands no longer have to wait weeks or months to see the impact of their campaigns. At TV Advertising, we use data and real-time insights to continuously optimize campaigns while they’re in flight, ensuring that brands get the maximum return on their investment.

TV is Evolving, Not Dying

The conversation about TV’s decline is an outdated one. The truth is that TV is evolving into a more powerful and versatile platform than ever before. As viewers shift from broadcast to on-demand and streaming services, television has simply expanded, bringing with it new opportunities for brands to engage, influence, and inspire.

In fact, with the rise of connected TV and streaming platforms, advertisers now have more touchpoints than ever to reach their audience. And while some consumers cut the cord on traditional TV subscriptions, they’re still watching on platforms like Netflix, Disney+, Amazon Prime, and Hulu—all of which offer ad opportunities for brands that want to capture those same engaged viewers.

TV Advertising: Leading the Way in TV’s New Era

At TV Advertising, we’ve spent over 20 years at the forefront of television’s transformation. We’ve seen the shift from broadcast to digital and now stand at the cutting edge of this new era. Our approach combines the legacy power of broadcast with the precision of data-driven digital media, offering a strategy that is both smart and agile.

We know that broadcast isn’t dead—it’s just transforming. And at TV Advertising, we’re helping brands navigate this new, exciting world. From traditional TV placements to digital video and AI-optimised campaigns, we deliver results that speak to modern audiences across every platform and screen.

Conclusion: Why TV?

So, why TV? Because it’s the most powerful, versatile, and evolving medium available today. It can reach millions in a heartbeat, drive deep emotional engagement, and deliver precisely targeted messages in real time. As brands continue to explore new ways to connect with their audiences, TV remains at the heart of successful campaigns—and it’s never been more exciting.

If you want to leverage the unmatched power of TV, in all its forms, TV Advertising is here to lead the way. Let us show you how TV can continue to transform your brand in this new age of advertising.

The post Why TV? The Power of TV in the New Digital Era appeared first on TV Advertising.

Are you potentially a first-time TV advertiser? How can new-to-TV advertisers benefit and what do first-time TV advertisers need to consider?

Television advertising remains a formidable weapon within the marketing arsenal, particularly for UK advertisers aiming to amplify their brand’s presence and profitability. Its inherent capacity to generate high-impact results fosters unparalleled brand engagement, making it a prime channel for initiating consumer conversations and emotional connections. The unique blend of humour, emotion, and viewer preference not only elevates the appeal of TV ads over other media but also significantly contributes to driving sales and enhancing profit margins.

For advertisers in the United Kingdom, the strategic deployment of TV advertising within their marketing initiatives can offer substantial benefits, including:

• Unmatched Reach: TV advertising stands unrivaled in its ability to broadcast to millions simultaneously, offering a mass exposure not commonly attainable through other channels. This broad reach is invaluable for augmenting brand awareness and fortifying brand credibility.
• Emotional Engagement: Leveraging dynamic storytelling, humour, and compelling visuals, TV commercials can forge a profound emotional connection with the audience, catalysing brand loyalty and influencing purchasing decisions.
• Superior Production Value: The integration of high-calibre visuals, music, and sound design in TV commercials offers a more immersive experience than online advertisements, leaving a lasting impact on the audience.
• Inherent Credibility: Television’s longstanding reputation as a reliable source of information and entertainment lends a veneer of trust to advertisements placed within its programming, an asset for emerging brands or those targeting demographics with a predilection for traditional media.
• Enhanced Targeting Capabilities: Modern TV advertising provides options for mass customisation, allowing advertisers to select specific programming, broadcasting times, and geographies to more effectively reach their intended audience.
• Integrated Marketing Synergy: TV advertising can serve as a pivotal component of a comprehensive marketing strategy, propelling audiences toward websites, social platforms, or brick-and-mortar locations for further interaction and conversion.

When Should New to TV Advertisers Get Started?

The decision to leverage TV advertising has the potential to catalyse brand expansion, engaging millions and driving significant sales uplift. So what factors should a business take into account before running its first television campaign:

• Budgetary Considerations: Given the investment TV advertising demands, it is essential for businesses to possess a robust marketing budget that supports this venture without compromising other critical operations.
• Test & Learn Approach: Work with a media agency to create a test and learn approach to understand which channels and time of day can have the optimum impact for your business
• Market Preparedness: Products or services should be thoroughly vetted and in demand, with businesses prepared to manage any surge in interest post-campaign.
• Audience Targeting: Ascertain that the product or service’s target demographic engages with television content and can be effectively reached through tailored channels or programs.
• Brand Evolution: Emerging businesses might find it beneficial to establish a digital or social media presence prior to embarking on TV advertising to build foundational brand awareness.
• Competitive Analysis: Awareness of competitors’ TV advertising successes can provide valuable insights and may necessitate adoption to maintain market visibility.
• Holistic Marketing Integration: TV advertising should complement and enhance other marketing endeavors, ensuring alignment with overarching business objectives.

Iconic British TV advertisements, from Dyson’s technologically advanced vacuum cleaners to Just Eat’s catchy jingles, BrewDog’s craft beer introduction, and Graze’s innovative snack box service, underscore the transformative power of effective TV advertising. These examples highlight how creativity, strategic planning, and execution converge to forge memorable campaigns that bolster brand recognition and stimulate sales growth.

Navigating the complex landscape of TV advertising demands a strategic and nuanced approach, tailored to each business’s unique objectives and market dynamics. If you want to get a feel for the costs involved take a look at the sample packages available here.

The post What should new-to-TV advertisers consider before getting started? appeared first on TV Advertising.

In light of a tumultuous economy and high living costs, advertisers proceeded with caution in their spending during 2023. However, predictions indicate a revival in TV media inflation by 2024, with global estimates settling around 3%.

Major sporting events such as the Paris 2024 Olympics, Paralympics and UEFA Euros in Germany are expected to boost advertisers’ confidence in media investments.

In the UK, the overall media inflation is expected to surge from 0.9% in 2023 to 2.2% in 2024. The mixed effect will be observed across different media types, with out-of-home inflation anticipated to rise the most at 4%, followed by TV, online video (2.8%), radio (2.2%) and online display (1.4%). Conversely, magazine and newspaper inflations are predicted to witness a downswing by 1.7% and 1.8% respectively.

The EMEA region is on track to experience substantial inflation worldwide at 3.8%, second only to Latin America, which foresees an impressive 11.4% increase.

Fredrik Kinge, ECI Media Management’s global chief executive, noted TV as joining the group of media types with single-digit inflation, with print being the only exception. This scenario resonates with an overall image of pricing stability in the UK.

On a global scale, OOH and online video are outlining the highest inflation forecasts. TV, too, is predicted to experience inflation in all regions except North America, which stays deflationary following the Hollywood strikes.

The post TV Advertising market set to bounce back in 2024. appeared first on TV Advertising.

The landscape of television consumption is undergoing a remarkable transformation, heralding a new era in advertising methodologies. Among the forefront of these advancements is Connected TV (CTV), a paradigm shift enabling viewers to engage with a vast array of internet-enabled content through devices such as Smart TVs, streaming sticks (Roku, Amazon Fire TV), and gaming consoles (PlayStation, Xbox). This evolution presents an unprecedented opportunity for advertisers in the United Kingdom to connect with audiences in a more targeted and interactive manner.

The Evolution of Viewing Preferences

The UK is witnessing a significant shift in viewer behavior, with traditional linear TV viewership on the decline—over 25% of the audience now engages less with conventional TV than just a year ago. Conversely, ad-supported streaming services are on the rise, with a preference rate of 68% among UK consumers, underscoring a clear preference for this model over subscription-based alternatives.

Why Connected TV is Transformative for UK Marketing

Connected TV advertising stands out for its ability to deliver:

• Precision Targeting: Surpassing basic demographic segmentation, CTV allows advertisers to reach audiences based on detailed criteria such as interests, viewing patterns, and even purchasing history

• Enhanced Engagement: With innovative ad formats, including shoppable ads and interactive overlays, CTV ads engage viewers more effectively, driving measurable actions.

• Insightful Data Analysis: Advertisers can access comprehensive data on viewer engagement and campaign performance, enabling refined and optimized marketing strategies.
• Efficiency and Reduced Ad Wastage: CTV advertising offers a more efficient use of ad budgets by focusing on relevant audiences, significantly reducing the inefficiencies associated with traditional TV advertising.

Guide to Buying Connected TV Advertising

If you are looking to explore CTV advertising for your brand, get in touch. Our team offers a suite of services to integrate CTV effectively into your marketing mix:

• Programmatic Buying: Utilize automated platforms for ad purchases, offering real-time bidding and unparalleled targeting precision.
• Direct Deals: Secure premium placements through negotiated agreements with specific CTV publishers or content providers.
• Over-the-Top (OTT) Advertising: Leverage our partnerships with leading TV platforms, including ITVX, Channel 4, and Sky Go, for targeted viewer reach.
• Demand-Side Platforms (DSPs): Benefit from our expertise with Google’s DV360 platform, optimizing your CTV campaigns across diverse channels.

Connected TV Ad Formats

CTV introduces a variety of engaging ad formats

• Pre-roll, Mid-roll, and Post-roll Ads: Strategically placed video ads that capture viewer attention before, during, or after content.
• Interactive and Shoppable Ads: Engaging formats that allow direct viewer interaction, from learning more about a product to completing a purchase.
• Pause Ads: Channel 4 On-Demand Service innovatively integrates ads during programme pauses, ensuring continuous engagement

CTV In Action in the UK – some examples

Case Studies: Pioneering CTV Advertising in the UK

• L’Oréal: Partnered with ITVX for a targeted campaign, reaching beauty and lifestyle enthusiasts.
• Cadbury: Launched interactive ads on Sky Go, enhancing brand engagement through gamified experiences.
• Barclaycard: Utilized programmatic buying to engage young professionals on gaming platforms with innovative contactless payment solutions.

Unlocking Connected TV’s Potential

With our expert understanding of the CTV advertising ecosystem and the dynamic UK viewing landscape, we are ideally placed to help you navigate this new marketing terrain. We empower your brand to tap into uncharted markets, engaging with audiences through strategic platform selection, targeting precision, and creative ad formats.

In an era where the right message must meet the right audience at the right time, CTV advertising embodies the pinnacle of marketing innovation.

If you’d like to discuss Connected TV with our team, please contact us.

You can find out more about Connected TV by here and find out more about TV advertising here.

The post Connected TV Buyer’s Guide appeared first on TV Advertising.

Capitalize on low hanging fruit to identify a ballpark value added activity to beta test. Override the digital divide with additional clickthroughs from DevOps. Nanotechnology immersion along the information highway will close the loop on focusing solely on the bottom line.

The Untapped Gold Mine of Digital that Virtually no one knows about

Podcasting operational change management inside of workflows to establish a framework. Taking seamless key performance indicators offline to maximise the long tail. Keeping your eye on the ball while performing a deep dive on the start-up mentality to derive convergence on cross-platform integration.

Completely synergize resource taxing relationships via premier niche markets. Professionally cultivate one-to-one customer service with robust ideas. Dynamically innovate resource-leveling customer service for state of the art customer service.

Bring to the table win-win survival strategies to ensure proactive domination. At the end of the day, going forward, a new normal that has evolved from generation X is on the runway heading towards a streamlined cloud solution. User generated content in real-time will have multiple touchpoints for offshoring.

Capitalize on low hanging fruit to identify a ballpark value added activity to beta test. Override the digital divide with additional clickthroughs from DevOps. Nanotechnology immersion along the information highway will close the loop on focusing solely on the bottom line.

Podcasting operational change management inside of workflows to establish a framework. Taking seamless key performance indicators offline to maximise the long tail. Keeping your eye on the ball while performing a deep dive on the start-up mentality to derive convergence on cross-platform integration.

Bring to the table win-win survival strategies to ensure proactive domination. At the end of the day, going forward, a new normal that has evolved from generation X is on the runway heading towards a streamlined cloud solution. User generated content in real-time will have multiple touchpoints for offshoring.

Capitalize on low hanging fruit to identify a ballpark value added activity to beta test. Override the digital divide with additional clickthroughs from DevOps. Nanotechnology immersion along the information highway will close the loop on focusing solely on the bottom line.

Podcasting operational change management inside of workflows to establish a framework. Taking seamless key performance indicators offline to maximise the long tail. Keeping your eye on the ball while performing a deep dive on the start-up mentality to derive convergence on cross-platform integration.

With our core role in transforming a business’s digital presence – we are in the unique position to reinvent their brand for a more digitally focused world through design, content and interaction. The new signifiers of a modern digital brand – are user interface, integrated branded content and interaction.

Aron Larsson – CEO, Strategy Director

The post How to drive customer growth through TV advertising appeared first on TV Advertising.

The team are proud to have devised and delivered Auto Trader’s latest TV and multimedia advertising campaign.

Launched in late December 2022, Camilla Ellerton, Auto Trader’s Marketing Director wrote on Linked In: “Thrilled to be launching our new campaign across so many channels (not just TV) this Christmas. I look forward to all the work we will do in 2023 to continue to help UK car buyers find the right car for them…Thank you to the team at Recipe for unbelievably tight timings, incredible attention to detail and being fantastic to work with! and to Ali Goldsmith, Rachel Bickler and the whole AutoTrader marketing team for making this happen”

Thinking of TV Advertising for your next campaign? Contact us to discuss creative production and TV media planning and buying.

The post Exciting New TV Ad for Auto Trader appeared first on TV Advertising.

The Covid-19 crisis is impacting us all – particularly the media sector. The TV buying market place is driven by supply and demand so what happens if there is an increase in the amount of people watching (supply) and fewer advertisers wanting to advertise (demand)?

Supply – TV viewing on the increase
Thinkbox, the industry body of TV advertising, has released a report recently about the first four weeks of lockdown and all audience segments have seen increases in TV consumption. We all know that this was a period of time with great weather as well so they could have been higher. Harder to reach premium audiences such as Abc1Adults and 16-34 Adults are suddenly a lot easier to reach through traditional linear broadcast TV. There has been a big increase in daytime TV viewing in these audiences too. This is traditionally the cheapest airtime to buy and its now delivering a better audience profile that ever before. (You can read the Thinkbox full report here)

Demand – advertisers pausing TV spend

TV broadcasters’ revenues have plummeted in May and June and there is much speculation about July. The market for some is down more than 50% in May and June. The trade press such as Campaign is covering the drops:

Many brands cannot advertise. Whole business sectors have effectively shut down. So more supply than ever before and less demand means there has never been better pricing to advertise on TV.

Every advertiser that is currently spending on TV is getting deals never seen in a lifetime.

So what does this mean for potential advertisers?

Advertisers are able to buy TV audiences extremely cost-effectively. Here are a couple of examples:

• Upmarket all time audience
  • If you invested £20,000 on a 30 second campaign in June 2019 targeting Abc1adults your advert would be seen by approx 2,000,000 Abc1adults. This year it would be nearer 4,500,000 Abc1adults.
• Daytime TV only audience
  • If you invested £20,000 on a 30 second campaign in June 2019 targeting adults in daytime your advert would be seen by approx 6,700,000 adults. This year it would be in the range of 15,000,000 – 20,000,000 adult views

Is it time to try TV advertising?

In short, yes.

If you are not using TV advertising, now is the ideal time to try. Many clients are reporting inflation in their Google PPC costs and maybe reaching a point of saturation with programmatic or social media advertising. If that’s the case, TV can help increase brand awareness and improve your other marketing metrics.

If you had your product brought to life with a great low cost TV advert, where you know the advert is not skipped or played with no sound, how many customers could you get from 20,000,000 views of your advert?

Learn more

• TV Advertising Costs
• TV Advertising Packages – ad creation and media all-in-one
• Advantages of TV Advertising
• Contact Us

The post TV Advertising Costs Plummet As Audiences Surge appeared first on TV Advertising.

A new econometric analysis of advertising’s impact on smaller businesses provides a wealth of insight and practical advice for smaller businesses that want to move to the next level of growth.

• Study by Data2Decisions finds TV advertising is most effective channel to drive small business growth
• Study finds that TV creates the majority of small businesses’ advertising-generated sales
• Across 78 brands and 300+ campaigns for small businesses, TV returned 80% of advertising-generated sales
• Study offers practical advice to small businesses making the move to TV

“Supercharge: TV for small businesses”, commissioned by Thinkbox from marketing effectiveness specialists Data2Decisions, found that TV advertising creates 80% of smaller businesses’ advertising-generated sales, despite accounting for a far smaller proportion of their advertising spend (66%). In comparison, Data2Decisions found that other online/below the line channels (search / affiliate marketing / display / CRM), for example, account for 17% of total advertising spend but generate 6% of sales.

Data2Decisions conducted an econometric analysis of 78 brands and over 300 campaigns for small businesses, looking at the short-term and sustained business effects over three years. Small businesses are defined in the study as businesses whose brand size is under 1% of the market leaders. This represents the smallest 10% of brands in D2D’s total database.

Key findings from the Data2Decisions analysis:

TV creates the majority of ad-generated sales
Out of the 78 small brands analysed by Data2Decisions, 66% of total spend was allocated to TV, but it returned 80% of all ad-generated sales.

Use TV after other demand-generating channels have saturated
Some channels are effective at low levels of spend (such as search, CRM, display, and affiliate marketing), but they quickly saturate and stop delivering. TV’s share of ad spend will be lower when total spends are lower (c. 50% of a total advertising budget of £100k), but Data2Decisions recommend that TV’s share of the budget should increase as total budgets increase. This is because diminishing returns on TV occur at much higher spend level than for other channels.

Focus on brand awareness first
Smaller businesses should use TV advertising for brand awareness to begin with, rather than for activation. TV’s activation effects typically improve by c. 14% when they follow a brand awareness campaign.

Start short
For TV creative, first time advertisers should start with a 30 second or shorter ad length.  The optimal ad length based on Data2Decision’s ROI findings is 20 seconds. However, this will differ depending on the complexity of the creative message.

Take seasonal advantage
Different categories should use different windows of opportunity within TV to take advantage of seasonal variation in TV pricing and seasonal sales effects. For example, the optimal months for FMCG are typically July / August, for Retail it is December, and for Finance it is February/March.

Start TV with a ‘burst’ strategy rather than a ‘drip’
To fully take advantage of the seasonal effect, advertisers should start with a ‘burst’ campaign at the most efficient time of year (rather than more smaller campaigns spread over a longer time period).  As smaller businesses grow, Data2Decisions’ analysis showed that they should move from occasional bursts to a more continued TV presence throughout the year.

Matt Hill, Director of Research and Planning, Thinkbox:

“Smaller businesses can trust that TV will deliver for them like nothing else. Based on actual business performance, this study shows the huge impact TV has on small business growth and offers valuable practical advice on how smaller businesses can get the most out of TV and enjoy its supercharging power.”

Katherine Munford, Managing Director, Data2Decisions:

“The “Supercharge” study demonstrates that smaller businesses can confidently invest in TV – it was found to be the most effective channel to drive brand growth. The study also provides some simple guidelines on how smaller businesses can successfully implement TV to maximise return on media investment.”

TV advertising facts at a glance:

• TV reaches 91.5% of the UK every week (BARB, 2018), which grows to an estimated 95% if Broadcaster VOD is included (IPA Touchpoints & BARB, 2018)
• An average broadcast TV campaign in the UK (of 400 TV ratings) gets 240 million views (BARB, 2018).
• TV advertising is responsible for 71% of total ad-generated profit, at the highest efficiency and for the least risk (Ebiquity/Gain Theory, ‘Profit Ability: the business case for advertising’, 2017).

The post Supercharge your brand with TV Advertising appeared first on TV Advertising.

Capitalize on low hanging fruit to identify a ballpark value added activity to beta test. Override the digital divide with additional clickthroughs from DevOps. Nanotechnology immersion along the information highway will close the loop on focusing solely on the bottom line.

The Untapped Gold Mine of Digital that Virtually no one knows about

Podcasting operational change management inside of workflows to establish a framework. Taking seamless key performance indicators offline to maximise the long tail. Keeping your eye on the ball while performing a deep dive on the start-up mentality to derive convergence on cross-platform integration.

Completely synergize resource taxing relationships via premier niche markets. Professionally cultivate one-to-one customer service with robust ideas. Dynamically innovate resource-leveling customer service for state of the art customer service.

Bring to the table win-win survival strategies to ensure proactive domination. At the end of the day, going forward, a new normal that has evolved from generation X is on the runway heading towards a streamlined cloud solution. User generated content in real-time will have multiple touchpoints for offshoring.

Capitalize on low hanging fruit to identify a ballpark value added activity to beta test. Override the digital divide with additional clickthroughs from DevOps. Nanotechnology immersion along the information highway will close the loop on focusing solely on the bottom line.

Podcasting operational change management inside of workflows to establish a framework. Taking seamless key performance indicators offline to maximise the long tail. Keeping your eye on the ball while performing a deep dive on the start-up mentality to derive convergence on cross-platform integration.

Bring to the table win-win survival strategies to ensure proactive domination. At the end of the day, going forward, a new normal that has evolved from generation X is on the runway heading towards a streamlined cloud solution. User generated content in real-time will have multiple touchpoints for offshoring.

Capitalize on low hanging fruit to identify a ballpark value added activity to beta test. Override the digital divide with additional clickthroughs from DevOps. Nanotechnology immersion along the information highway will close the loop on focusing solely on the bottom line.

Podcasting operational change management inside of workflows to establish a framework. Taking seamless key performance indicators offline to maximise the long tail. Keeping your eye on the ball while performing a deep dive on the start-up mentality to derive convergence on cross-platform integration.

With our core role in transforming a business’s digital presence – we are in the unique position to reinvent their brand for a more digitally focused world through design, content and interaction. The new signifiers of a modern digital brand – are user interface, integrated branded content and interaction.

Aron Larsson – CEO, Strategy Director

The post Winning tactics for a new TV advertising campaign appeared first on TV Advertising.