Why social ads are becoming more effective than TV.
Hmm.. it's 2017... Where shall I spend my money? What a great question!
In buying marketing and advertising media that can seem like the only question that matters. Of course, it isn’t—we want to make cool stuff that disrupts, converts, and withstands the test of time. But we also want people to see it! And spending on media buys is often how that happens. So we might as well get the most bang for our buck, right?
A campaign’s rollout is just as important as its Big Idea, and should be treated as such. What’s the point in making a thing if no one is going to see it? That’s why here at Crime & Partners every campaign we develop is constructed alongside a rollout plan designed to share our work through the most effective channels. And those channels are changing...
Traditionally, when we think about advertising our mind goes to the TV, the Super Bowl, and mesothelioma. But given the most recent data available on media buys, there are some points every marketer looking for ad space needs to know. Borrell Associates’ latest research illustrates how broadcast TV is now essentially tied with social media when considering effective sales generation, with social media only getting more powerful as more and more people unplug from cable and online marketing technology gets even more targeted. What’s more, when it comes to purchasing influence among younger people, social recommendations actually top TV ads.
But none of these changes is a bad thing! With new mediums come new opportunities. The challenges to disrupt and entertain your audience never change, and the same levels of creativity, innovation, and bravery required of traditional broadcast media are still as essential here—we’ve just moved to a more effective platform.
Facebook leads the other social platforms in terms of ROI, and there are some really smart brands nailing the social ad experience...
So what does all this mean for the savvy marketer? It means waste not, want not. The most effective ways to share your brand’s message with the world are changing. Planning your media rollout from the get-go, understanding where to reach your target audience, and thinking outside of the cable box can ensure your Big Idea will thrive no matter where it’s found.