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Data-driven TV Advertising Strategies
The TV advertising landscape is evolving. With increased detail on consumer data, we can understand what TV viewers are buying, where, and how often. Thanks to this access, new TV advertising strategies are emerging, and advertising tools are getting smarter and more powerful. Our clarity on these complex changes combined with our data, insights, and expertise guide brands on what’s working and how to get the best possible results.
Linear TV Advertising Insights & Benefits
Linear TV Compliments Other Advertising Efforts
Our research studies show that when brands combine linear TV with other formats, such as streaming and addressable TV, they can increase campaign effectiveness. In one of our case studies, this thoughtful approach led to a 4.3% boost in incremental sales. Using mixed channels helps brands take advantage of each platform's strengths, in turn reaching more individuals and improving results.
Linear TV Delivers Results That Matter
Linear TV advertising remains an integral part of marketing strategies. It’s reliable, consistent, and delivers key results. Digital ad performance can vary case by case, but linear TV advertising offers a proven strategy for brands looking for a steady presence.
Linear TV Leaves a Lasting Impact
TV advertisements often influence buying decisions for weeks, giving them one of the largest half-lives among advertising channels. This long-term impactful period builds brand equity and awareness well after the advertisement is watched.
How Consistency in TV Advertising Builds Long-term Brand Value
Increased Brand Exposure
We recommend an “Always-On” approach to marketing campaigns, due to the relationship between consistent marketing and long-term brand benefits. By building a thorough TV advertising strategy, you can maximize your audience reach and brand exposure. The longer your advertisement runs on TV, the more you increase the value of your long-term advertisement.
Enhanced Brand Recognition
Using a consistent look in your TV advertising content helps curate and reinforce your brand’s image for the consumer. With a consistent brand image and a long-playing advertisement, you can activate brand recognition with your target market. This image can also be reinforced through other channels and mediums within the sales funnel.
A Competitive Edge
In competitive and sought-after markets, brands often look for ways to set themselves apart from competitors. Consistent TV advertising can show how your brand is an industry leader with increased visibility. For many consumers, TV advertising gives a level of credibility that might not exist in digital advertising.
Featured Solution
Share the Right Message with the Right Audiences
Build & Target Valuable Audience Segments with Circana
We combine your sales data with our Complete Data set, including real household sales data across retailers, to help businesses build target audiences based on real purchase behavior and intent. Through our Complete Audience solution, we build audiences using granular data to create messaging that resonates and demographics and behaviors to scale campaigns.
