The Effectiveness Of Creative TV Advertising In Australia

The Neilsen???s Global Trust in Advertising Survey shows that TV is still relevant despite some reports that it???s losing some traction compared to the Internet advertising. The survey conducted from Aug. 31 up to September 2011 involved 28,000 online users in the Asia Pacific, Europe, Middle East Latin America, North America and Africa. In short, the data???and this is true in TV advertising in Australia as well???showed that half of the consumers surveyed say they consider the ads on TV as relevant compared to only 1 in 3 respondents who say online banner ads are relevant.

TV still king

This shows that when it comes to media, TV is still king. It must be conceded however that advertising spending on the Internet is rising but it doesn???t mean that it???s more effective, at least in the near future and that???s maybe more true in first world countries. When gauging consumer response in Africa and Pakistan for example, it shows that more than 6 in 10 people claim that the TV ads are relevant to their needs.
A bulk of global spending on advertising is still geared toward traditional marketing. In 2011, there was a seven percent growth in global ad allocation compared to 2010. That means companies are still looking at TV advertising in Australia as their bread and butter in reaching out to their target audience.

Measuring effectiveness

A Canadian experiment in 2010 showed just how effective TV advertisement is. The Television Bureau of Canada aired an ad for five weeks calling broccoli as a ???miracle food.??? After the series of ads, sales for the broccoli that month went up eight percent.

As some sectors have suggested, TV and the Internet should be seen as complementary platforms in your advertising campaign. One of the stronger edge of the Internet is people have control over the material they access, but that can also mean they can choose to overlook your ad. When embarking on television advertising in Australia, you can remind the consumers on your own terms.

Targeting audience

Another knock on TV ads compared to digital marketing is that you don???t really have a good grasp of the demographics and no way of generating feedback. But there are technologies now that allow corporations to have more control over when and how television advertising Australia is delivered to their target audience. For example, based on your market research, you can choose to download the commercial to your target audience to a cable box, for example. The concept has been done already like when pet food companies only showing their ads during a TV series about dogs, only this time these companies exert more control. Of course, the technology has yet to be tweaked and refined, but it???s only a matter of time when that happens.

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Source: http://www.workoninternet.com/business/reviews/miscellaneous/219644-article.html

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