In the ever-evolving landscape of advertising, many brands assume TV is an unattainable medium, reserved for those with much larger budgets. However, with the rise of broadcast and subscription video on demand (BVOD/SVOD), TV is more accessible and targeted than ever. But the question remains: Can TV work for all brands, and does it have to break the bank?
The Changing Face of TV Advertising
Traditional linear TV advertising was once seen as an expensive, broad-reach medium, often out of reach for smaller brands. However, regionalisation and the emergence of VOD, offered by ITVX, Channel 4, and other providers, have revolutionised the landscape. VOD allows brands to target specific audiences, ensuring budget efficiency while still delivering the high-impact engagement of TV.
The shift from linear to on-demand consumption is undeniable. Viewers are increasingly engaging with SVOD services such as Netflix and Disney+, while BVOD services continue to grow with +23% in 2024 compared to 2023. As a result, brands can leverage premium TV content without committing to traditional, high-cost linear TV campaigns. In fact, 31% of all advertisers spent under £50k on TV in 2022.
How Targeted Can TV Be?
One of the biggest misconceptions about TV is that it lacks targeting capabilities. In reality, platforms like Sky AdSmart, ITVX, Amazon and Channel 4 Streaming provide advanced audience segmentation. Brands can target specific households based on postcode, interests, life stage, and purchasing behaviour, minimising wastage and maximising efficiency.
Some examples of how advertisers can target their ideal audience:
- A college looking to promote an open day or enrolment can target households with children aged 13 – 17 in the postcode catchment area.
- An event company can radius target the venue and data match ticket sales addresses with the households served by the advert, ensuring full-funnel tracking.
This makes TV a viable option for advertisers; TV is now a full-funnel medium!
Does TV Have to Cost the World?
The short answer is no. With BVOD and addressable TV, campaigns can be run with significantly lower budgets compared to traditional TV slots. Flexible pricing models allow brands to test the waters with small scale campaigns before scaling up. Additionally, TV boosts the effectiveness of other media channels by up to 54%, amplifying the impact of TV in the media mix.
Conclusion
TV is no longer exclusive for big budget brands, it’s an adaptable, effective medium that can fit into the media mix of businesses of all sizes. With the rise of BVOD and addressable TV, brands can now reach their ideal audience with the precision of digital advertising while benefiting from TV’s unmatched credibility and engagement.
For those who have dismissed TV in the past, it’s time to reconsider. The future of TV advertising is flexible, targeted, and more accessible than ever.
Get in contact with us here at Forward & Thinking to explore how your brand can benefit from TV!
