TV advertising is not going anywhere, just evolving. It’s always been about getting consumers to act, and incorporating the use of today’s smartphone applications is the newest way to bring more
impact to your TV commercials.
According to a study done by the Consumer Electronics Association (CEA), in 2010, 33% of U.S. households owned a smartphone. With that number estimated to skyrocket to 45% by 2012, advertisers are already starting to adopt the use of mobile applications in their TV campaigns.
Brands like Tide® and Old Navy® have recently integrated the music identification application, Shazam® into current TV commercials. It’s simple too, no typing in long URLs or performing lengthy Google searches. The commercials feature songs, so all the consumer has to do is open up the Shazam® application and let it identify the song playing in the ad. From there they will have options to go straight to that brand’s website, purchase product, etc. With the Old Navy® ad you even have the option to buy the outfit the person is wearing in the ad!
This new trend will not only make TV ads more interactive for consumers, but allow advertisers to more accurately measure the performance of the ads while tracking TV conversions.
Integrating mobile apps into your TV advertisements works well all around – the consumer gets to interact with the ad while the advertisers are able to more easily direct traffic to brands’ websites. Shazam® is just the beginning; as this advertising tactic grows, the variety of applications available for integration will most likely grow as well.
While the internet and social media elites rant and rave about the death of television advertising, the facts tell a much different story.
A July 2009 Harris Poll learned that more Americans found TV commercials helpful when making purchasing decisions than any other media source. An impressive 37% to be exact. 17% of the survey respondents said newspaper ads were useful and 3% said radio. Internet banner ads, on the other hand, were mentioned by the fewest people – a paltry 1%.
It’s hard to believe that just a few years ago we were being told that banner ads would revolutionize the advertising landscape. I may add, by the same folks who have been beating us over the head with the “TV’s Dead” mantra.
In fairness though, not everyone has become bleary-eyed from the new media cool-aid. Carol Krol, eMarketer senior analyst, admits that “TV still does the best job of reaching a critical mass of customers.” She adds “It remains the most effective way to boost brand awareness.”
Need more proof that TV is still alive and kicking, just ask a teenager. According to a report titled “How Teens Use Media,” teens are watching more television than ever before, up 6% over the past five years. In between all that texting and twittering, the typical teenager still found over 104 hours a month to watch good old fashioned TV.
Don’t get me wrong, I’m not negating the impact of online media. It’s a new and powerful communication tool (as proof by this blog), but it needs to be put through the same tests as you would with any traditional media vehicle. In the end, some of it will work and some of it won’t. If anyone tells you differently – run away.
Following every new media trend that comes along can have costly consequences – just ask those who invested heavily in banner ads. I bet some of them now wished TV wasn’t dead …