Advertising on Local TV is a great way to spread the word about your business while reaching audiences in your target area. However, linear TV advertising isn’t always going to be what’s best for your business. With changing audience behavior and new advertising platforms, it’s time to think about how you can take your TV advertising to the next level. Here are five reasons it’s time to change up your local TV advertising:
- Many consumers are switching to streaming TV. This transition has caused a rapid shift in ad spend away from linear television and towards Connected TV (CTV) Platforms. Unfortunately, local advertisers have not transitioned at the same speed. As consumer habits continue to evolve, local businesses will be missing a larger portion of their target audience by only remaining on local TV.
- TV advertising can present barriers to local businesses. Historically, local business owners have been presented with fewer affordable options when entering the traditional TV advertising space. The rapid growth of Connected TV presents an opportunity for small business owners to put their business on the big screen more affordably and efficiently than ever before.
- Local TV advertising makes it difficult to know who is seeing your ads. With traditional local TV advertising, it’s common to run ads in dayparts, with airtime typically being purchased on a channel or program basis. This makes it difficult to control and gauge who is really seeing your ads. Traditional TV’s skippable commercials and inefficient targeting mean you’ll likely have to overspend to reach your target customer, resulting in wasted ad impressions.
- Connected TV advertising offers advanced localization capabilities. Traditional TV is often purchased at a Designated Market Area (DMA) level – an approach that is too widespread for many small businesses whose target customers are more likely to choose a close-by alternative. With Connected TV advertising, small businesses can run commercials at a zip code level, allowing them to reach only consumers within a reasonable driving distance and decrease spend by eliminating those that aren’t.
- Streaming TV allows for specific audience targeting. Local TV advertising allows you to cast a wide net with your messaging but not every viewer is going to connect with your business. With Connected TV’s ability to reach specific audiences, businesses can reach their target customer more efficiently. You’ll also receive higher-quality impressions with non-skippable commercials at a 95% completion rate. Both these factors lead to fewer wasted impressions and more affordable campaigns.
With increased advertising capabilities and a growing audience on streaming TV, there is a lot to consider when looking at your TV advertising. For any size and type of business, the ability to localize TV advertising is now more attainable than ever before with Connected TV. Highly targeted and localized campaigns allow business owners to reach only their target customers and geography, resulting in more affordable and effective advertising. To learn more about how to best optimize your local TV advertising, get in contact with the TV advertising experts at Awarity.
