TV Advertising is the Ultimate Team Player.

We’ve applied a lot of recent focus on how TV advertising works effectively with online. However, the reality is that TV significantly enhances the performance of practically every other media working alongside it.

Whilst it’s true that marketing campaigns utilising a mix of TV and online are twice as effective as those centred on other activation channels, what is also clear is that radio, outdoor and press advertising also achieve significantly better results when combined TV activity. Let’s look at television’s relationship with each outlet in greater detail.

TV Advertising & Radio

Research from Ebiquity has found that, when combined with TV advertising activity, the effectiveness of a radio advertising campaign can increase by over 100%.

So, why do the two mediums work so well together? Both afford businesses with daily coverage; both provide effective platforms for reaching new customers; both succeed in engaging local audiences; both are extremely efficient as generators of direct response; both offer strong branding opportunities.

What’s more, like TV, ad skipping remains low in the world of radio, meaning listeners tend to stick with an ad as it plays out. However, it’s where TV and radio differ that the real value of this cross-platform approach comes into focus. Radio, for example, typically reaches listeners in the morning with personalised, friendly content that forms the soundtrack to the daily commute, school run and job.

On the other hand, TV attracts most coverage in the evening, after people have finished work, arrived home and settled down for the evening. Additionally, despite its relatively low costs, TV is regarded as more of a glamorous, public affair – a difference that permits brands to vary their approach and strategize more nimbly.

Essentially, a dual pronged marketing assault of TV and radio ensures that businesses remain in the public eye for longer and with greater regularity, widening the net. However, whilst a TV advertising campaign can deliver game-changing results on its own, radio really comes into its own when used as an extension to other media.

TV Advertising & Outdoor

As for TV advertising coupled with outdoor, it’s another match made in heaven. Outdoor succeeds in reinforcing marketing messages communicated on the TV screen, capturing audiences as they go about their daily activities whilst boosting reach and recency.

One key strength of OOH advertising is that, as is becoming increasingly pivotal to TV, it facilitates businesses with access to potential customers at any time and anywhere. It typically engages younger, lighter TV viewers who exhibit active, mobile and affluent lifestyles – an audience that, as every TV planner and buyer will know, is notoriously difficult to reach. Indeed, according to research from JCDecaux, 85% of 15-24-year-olds see an outdoor advertisement every week. Allied to this is the fact that, after TV, outdoor is regarded as the most influential advertising platform, with approximately 70% of adults being able to recall an OOH advertisement they’ve seen in the last month.

The fact that TV advertising can also be targeted by geographical area is also important, in that outdoor advertising can then be used to crystallize regionally specific marketing messages amid areas of familiarity.

Finally, outdoor advertising endows businesses with creative platforms to construct eye-catching displays via a number of formats; be it a billboard, LED screen, taxi, bus or Tube ad. This marks the medium out as a perfect, physical supplement to TV – the king when it comes to creative marketing solutions that engage audiences on a deep level.

TV Advertising & Press

Finally, we arrive at the confluence of TV and press advertising. Advertisements published in newspapers and magazines serve as an effective supplementary outlet for TV, providing businesses with a permanent placement that can be referred to again and again – with many readers tearing out ads of interest to them. This highlights the ‘active’ engagement implicit with press advertising; often, readers seek the adverts in printed publications.

Furthermore, press advertising permits brands to create campaigns with flexibility and expedience; the process of buying and booking press is particularly efficient, with a placement acquired at 5pm on one afternoon potentially ready for roll-out come the next morning. With numerous size formats also available, businesses have many options at their disposal that all serve distinct creative demands.

Targeting is one strength that both medias can claim ownership to. Press advertising is particularly effective when used in conjunction with TV because specific audience groups are accessible. With innumerable magazines and newspapers catering to distinct interests, lifestyles and values, press facilitates advertisers with the opportunity to focus marketing messages onto readerships of direct relevance to the product or service. This subsequently enhances the efficiency of a cross-platform marketing strategy, whilst conveying a cohesive brand image that improves visibility within sought-after demographics.

Strength in Numbers

Goals are much more likely to be realised when people work together as part of a team, focusing on individual strengths that all combine for the greater good. The same applies to marketing campaigns. A cross-platform approach that utilises TV’s considerable qualities as the foundations – or for the sake of our analogy, the team’s core – has been shown to be twice as effective than a campaign that doesn’t include television. With the core in place, supporting platforms – or, to stick with the team theme, experts in the specific areas – can be brought in to enhance performance.

Appreciating the different strengths of different medias and combining them as part of a holistic approach has never offered such rewards for ambitious business owners.