When you hear the word ‘Airport’, what comes to your mind? We all know a busy airport isn’t always good for our health! However, it is important that we understand that there are many benefits from using an air travel. Apart from being the easiest way of travelling and meeting new friends and families and acquaintances, airports have also been known for their innovative campaigns and marketing strategies.
Nowadays, online advertising agencies like WPP are playing a big role in helping business operators advertise their products with different platforms such as websites, social media outlets, and TV ads. While it may be hard to identify where your audience spends most time, one of the best ways for marketers to reach customers is by displaying advertisements through television channels. As the majority of people watch TV at least once in a week, these commercials can help companies target the audience easily. In this article, let us look at how to make use of the power and potential of online and offline advertising and leverage this concept in future.
Offline Advertisement Vs Online Advertisement
Before we continue further, let us start with understanding the basic differences between online and offline advertisement. Since everyone has seen an advert at some point or the other in life, both are considered mediums of promotion for businesses. But how do they differ? Let’s begin by looking closely at online and offline advertising.
Online Advertising & Offline Campaigns
Online advertising involves placing advertisements on company websites. These include emails, pop-ups, and even display ads on Google search. The main aim behind this is to drive traffic to a page on which the website owners may wish to promote their services/products in return for money. It is very easy to access information about the location of various adverts. From maps, satellite imagery, and weather data, any person may find anything interesting and useful on the Internet. Therefore, if you want to run a successful ad campaign, you should choose locations where your audience is likely to visit frequently. This will allow you to place adverts in areas without high competition. You must also ensure that the ad is optimized and relevant to the customers’ interests.
Offline marketing is a great option when compared to online. Unlike online advertisements, offline marketing takes place right after someone visits a particular location. So, unlike having to pay expensive marketing professionals for running promotional activities, digital advertisers can simply walk into a store, buy something, and then come back to conduct further transactions. Although offline advertising takes more research than an online one, they are much more effective at attracting customer attention.
Benefits Of Advertisements On Television Channels
Airports need to think outside the box during digital advertising campaigns. They require creative thinkers who can take advantage of technology-driven platforms. Using TV screens is an ideal medium because it gives them direct contact with their audiences. Moreover, viewers are likely to be glued to their gadgets throughout the day and hence will spend more time than usual watching television. Even though viewing habits vary depending on the specific channel, the average amount is expected to hover around 30 minutes per day. These statistics are proof enough that you cannot overlook television advertising. Here are some of the most common benefits of advertisements on TV channels:
Brand recognition
According to ResearchandMarkets (a market research firm), a large number of internet users enjoy consuming content from TV channels regularly. With over 4 billion people subscribing to streaming services, there is enormous opportunity available for brands to connect directly with those who already consume content on social networks. Additionally, many individuals tend to spend up to three hours daily, with 50% of Americans relying on Netflix and Hulu. If not checked properly, such trends will open doors for a plethora of opportunities. Brands can leverage such insights to generate targeted views to create brand awareness and influence brand loyalty. There is no better way to achieve this goal than by creating TV advertisements that relate back to product details and specifications.
Customer experience
Consumers are accustomed to spending hours upon hours in front of TVs in front of their computers and phones. Therefore, making sure that adverts capture their attention is critical to getting maximum results. In addition to utilizing advanced technology such as Artificial Intelligence (AI) and Augmented Reality (AR), brand advertising requires clever execution and storytelling techniques. According to experts, 60% of consumers would rather purchase from a brand they know and trust. Building relationships based on trust is one of the primary reasons why shoppers prefer buying items from retailers they know and trust. It also helps to establish positive emotional connections with customers and thereby build lasting client relationships. For instance, Nike shoes were designed and manufactured in Vietnam. Thus, promoting its products only on social media websites and YouTube videos could be detrimental to its image. Brand advertising is highly recommended when targeting customers who are often influenced by negative publicity.
Convenience
As mentioned before, many people use mobile devices to view ads. Most importantly, they are ready to spend a significant portion of their day browsing news sites. Over 10% of US citizens surf news sites every month. Now imagine opening Twitter updates every few minutes, with 5 million tweets being sent out per minute. All of this adds to the convenience factor. Smartphones can track movement while searching through feeds and posts. Social listening software identifies popular searches by hashtags. Users can now engage with ads that are similar to what they use and interact more with brands directly. Similarly, users have become so adept at conducting online searches that they use voice assistants to ask questions. This offers brands another avenue to interact with consumers. Many smartphone manufacturers offer support services for connecting with prospects. Such options enable brands to get customer feedback in real-time.
Building Trust
With 90% of clients choosing to purchase goods because of the reputation of the retailer and 91% claiming that positive reviews affect purchasing decisions, it is crucial for companies to put trust in people first. Businesses are going digital to communicate with potential customers through social media sites, email newsletters, and digital signage. People respond well to human interactions and brands are increasingly becoming more interactive with prospective customers via WhatsApp groups, Facebook pages, or Instagram accounts. Furthermore, 74% of women are more trusting of a retailer’s personality than an eCommerce site and 84% of millennials prefer shopping on mobile apps than traditional eCommerce models. These numbers indicate the importance of building goodwill among existing customers in order to achieve conversions with new ones. Therefore businesses should consider offering rewards and discounts to loyal customers. Providing perks or freebies can encourage repeat patronage in the long term.
Conclusion
In conclusion, since online consumers are familiar with social media and YouTube videos, engaging with them can help generate targeted brand impressions. Through video analysis tools like VideoDNA, brands can detect the type of videos to produce that attract the desired audience. Videos that go viral within 24 hours can provide meaningful context to any brand message.
