How to advertise on TV with a limited budget

Can your company afford to advertise on TV?

“We can’t afford to be on TV.”

“OK, the packages seem reasonable, but we can’t afford the production costs.”

“But is anyone really still watching TV? I thought everyone is streaming now.”

“We will consider advertising on TV when we are running a promotion, but it won’t be an ongoing strategy.”

“All our budget is going into our digital campaigns.”

Advertising agencies working with small businesses and startups will probably recognise these sound bites.  Are their concerns completely unfounded? Perhaps not, but armed with the correct information, TV can be a viable option for most businesses, and most definitely one that delivers ROI.

Let’s look at the facts first.

95% of South Africans are still watching live TV*, of which 21% watch more than 5 hours per day**. So TV is a reach medium. And, as proven by many campaigns that we have tracked for digital brands in South Africa over the last few years, TV delivers significant performance in terms of website visits and conversions. By mirroring what they do digitally on TV (running always-on campaigns), digital brands can scale their marketing efforts with campaigns that deliver real results based on business KPIs.  

Want to test TV advertising? Contact us on howzit@dcmn.co.za.

But what about budget?

Here’s how to make an impact on TV with a limited budget:

  • Make use of offers from TV media owners in traditionally ‘quieter’ times. The seasonality price index for South Africa shows that January to April are the most affordable months to advertise on TV since these are traditionally the months that fewer brands advertise.  So not only will you be in a less cluttered environment, but you will also spend less money, which gives you the opportunity to test TV at a lower price.

  • Use attribution software to optimise your TV campaigns. By knowing which channels, days, dayparts and creative perform the best for your business, you can plan your next campaign using those insights, resulting in less wastage. We have seen cost per visit come down by almost 70% when campaigns are planned using the information available through the software.
  • A TV ad does not have to be a big, expensive production with a live shoot. By creating an animated ad with an effective call to action at the end, you can create a very effective performance ad that will deliver against your business KPIs. This also gives you the opportunity to easily (and cost-effectively) change the ending of the ad to be able to AB test which version performs better. If you use attribution software it will be easy to see which version of your ad brings the required results.
  • Use an agency to do media owner negotiations on your behalf to get better advertising rates and the right strategic recommendations.
    • Agencies have knowledge of packages from media owners. By selecting the packages that best match your target consumer it can have a big impact on optimising your budget – you can get up to an 80% discount.
    • Agencies can advise you on first-time advertiser benefits – you can get up to 50% added value on loose spots.

A few closing arguments

  • Marketing people are sometimes tempted to use themselves as a sample for the rest of South Africa. Don’t. If you prefer streaming to watching live TV, the same doesn’t necessarily apply to the other 56 million people in South Africa. Although it’s good to keep your finger on the pulse in terms of trends, it’s important to use research and statistics to back up your marketing decisions.
  • Although it is tempting to only advertise in certain periods, these spikes are standard practice in brand campaigns. But when doing a performance campaign,  with the key objective of driving traffic to your website or e-commerce platform, an always-on strategy that mirrors digital campaigns will deliver better results.
  • The effectiveness of TV and digital advertising combined should not be underestimated. By using both channels together, a campaign is more impactful as viewers interact with multiple touchpoints.

*www.brcsa.org.za

**Effective Measure  

    Liked that?

    Here are some more articles that may interest you.

    Media consumption in focus: which channels dominated the corona year?

    Perhaps unsurprisingly, the last year has seen global media consumption go through the roof.

    How to foster wellbeing at work: an interview with our CPO Nikoletta Tamas

    Wellbeing at work is more important than ever. With traditional separations of work and life…

    Learning is a responsibility: How DCMN does employee development

    DCMN is, simply put, really big on learning. Pre-corona we had experts come to our…

    All Your Podcast Advertising Questions - Answered.

    Would like explore podcast ad campaigns but not sure how? Here’s the ultimate podcast advertising…

    How can retrospectives help your business grow?

    Retrospectives, while coming from the tech world, can be used by any team at any…

    Incrementality: The Guide for Online Marketers

    Ever wondered what your YouTube campaigns actually bring to the table? We all know the…

    Poutine and Possibilities: what you need to know about entering the Canadian market

    When expanding your brand to North America, you might be tempted to look past Canada.…

    Ambition and acquisitions: an interview with upGrad CEO Arjun Mohan

    If you thought learning stopped at school — then think again. People the world over…

    #ItsNotOk: Truecaller’s new campaign fights harassment of women

    If there’s one thing brands realised over the last year, it was that brand purpose…

    How Blinkist used podcast marketing for audible growth

    Are podcasts the key to your growth? Our latest SCALEup webinar saw us discuss podcast…

    Ahead of the pack: 5 lessons from Peloton’s phenomenal growth story

    With a global member base of 4.4 million members and 1.67 million bikes and treadmills…

    Music to (our) ears: How Deezer struck the right notes during 2020

    Our final SCALEup webinar of the year took a jump into the world of music…
    Write a comment

    Know more to grow more