Sitting in your living room tonight, you will most likely be “double-fisting,” and I don’t mean with two beers. In one hand, you will be flipping the channels with your remote control, but in the other, you will keep a tight grasp on your phone, keeping a close eye on your social feeds and posting. So brands need to consider social media whenever they plan TV campaigns. Otherwise, they are missing a big opportunity.
Brands with large TV budgets live in a world where TV measurement metrics (from companies like Nielsen) reign supreme. In this world, it is difficult to make an argument for completely switching advertising dollars away from TV and into social. And quite frankly, Facebook isn’t even asking for that complete shift to happen. Although the platform is hitting 100 million hours of video consumption each day, this is nowhere near enough inventory to replace TV commercials–not even close.
Nielsen provides a TRP (target ratings point) rating as a measurement equivalent for brands looking to measure the reach of their video on Facebook using a more familiar metric, which is helpful for those looking to buy media in ways that are familiar to them. Although this comparable reach measurement does exist, it’s unlikely that brands will switch spend over to social as a result.
Savvy brands looking to extend advertising beyond TV should look to complement those buys with social advertising. Here’s how:
Coordinate your paid social buy to coincide with the flighting of your commercials: Cadbury saw a fourfold lift in purchase intent when running ads across both TV and social, and Coca-Cola saw a 3.6 times higher return on investment when running ads on TV and social compared to when they ran on TV alone.
Leverage 4C’s TV Sync service to show ads to people on social after a commercial airs on TV: This way you can benefit from the shocking statistic that up to 78 percent of people access second devices during TV shows and up to 71 percent access social media while watching TV.
Create videos bespoke for social that follow the same theme as your commercials, customized to resonate with specific audiences: During a TV commercial flight, show the customized versions of the video to audiences on social based on targetable specifics (demographics, psychographics, etc.).
The exception to all of this is a very large and influential group of people: millennials. Snapchat touts having 41 percent average daily reach among millennials aged 18 through 34 in the U.S. and compares this to a 6 percent daily reach for the average top 15 U.S. TV networks. As such, we may not be far from a world where large brands looking to attract younger millennials only advertise on digital.
Now we see that brands that have traditionally advertised on TV would be more likely to move their budgets completely to digital. For everyone else, it seems as though TV advertising is here to stay, and that the end goal is to figure out which ways are best for integrating social and TV buying efforts in order to drive incrementally better brand results.
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