How Broadcast Impacts Your Digital Marketing

Dealers always ask us, “Can I be successful without doing any form of broadcast advertising?” The answer is, “It depends.” If you’re happy with your current traffic and maintaining the status quo then yes, you can be successful without any form of broadcast advertising. But if you want to reach more people and grow your business then some type of broadcast is recommended.

After years of companies or experts recommending one medium or platform over others, research shows that adding more platforms and having them work together in an integrated marketing strategy is the key to increasing leads and advertising ROI. 

According to the Advertising Research Foundation (ARF), companies can increase return on investment 19% by increasing from one media platform to two. The ROI increases with each additional platform up to five, at which point ROI is increased 35% over using just one platform. 

Most dealers rely on digital and one other media partner. This means that many dealers could improve the return on investment for their advertising dollars by simply adding one other platform or medium into their marketing mix. In fact, when digital was added to television, the return on marketing investment increased by 60% for the average campaign measured against utilizing TV alone – proof of what is known as “the kicker effect”.

The average American watches 4+ hours of TV each day and 90% have digital devices in-hand or nearby while viewing. Including:

Website Traffic

Studies have shown consumers visit an advertiser’s site within minutes, even seconds, after a TV spot airs.

Search

TV ads significantly influence search spikes and, in some cases, drive up branded search by 80%.

App Activity

Apps account for more than half of all digital time spent, and TV ads have been found to increase app installs between 56-74%.

Social

It’s no surprise that TV drives social, but even we were surprised by just how much. One 2016 study found that 20% of social media brand engagements were driven by TV ads.

The evidence overwhelmingly points to a higher return on investment from advertising on multiple platforms versus a single platform, with the most powerful results coming from reinforcing TV with digital.

No one wakes up in the morning and out of the clear blue says, “I’m going to buy a car today.” Somewhere there was a catalyst – a TV ad, a friend got a new car, or they saw something they liked at the little league field, etc. Most likely many factors were involved. Seeing or hearing your ad increases the likelihood of being stored in the consumer’s memory and then aids in recognition when they go online. In advertising, it’s called “priming”.

As the lines continue to blur between traditional linear TV and digital video, the goal for the TV spot is to drive consumers into the funnel while digital accompanies them the rest of the way along the road to purchase.


About the author

John Paul Strong: For someone who spends an average of 135 days outside of the office meeting with clients, John Paul Strong remains the driving force behind his Birmingham-based advertising agency, Strong Automotive Merchandising. Strong began his career as a fresh-faced account executive at Martin Advertising. Learning much, but never satisfied, he convinced his father to partner with him in reopening their own advertising agency in 2004, catering exclusively to the automotive industry. The company started strong but humble. The original roster of 10 employees and eight clients has exploded today, growing to 100 full-time employees and more than 220 automotive dealers. And it hasn’t gone without notice. Along the way, Strong Automotive Merchandising has been recognized as a perennial winner in Birmingham’s Best Places to Work contest and as a Top 20 Agency among Google’s National Ad Partners. Yet, Strong still finds time to share what he’s learned along the way. As an avid writer, he has published two books in the Next Day Traffic series, along with more than 1,000 automotive-focused blog posts. He is also a member of the Texas Auto Writers Association, and his success has been recognized in the Birmingham Business Journal’s 2013 “Top 40 Under 40” feature and the 2017 CEO Awards. The foundation for Strong’s career began at the University of Montevallo where he earned a bachelor’s degree in communication studies and advanced public speaking. Always staying ahead of the competition, Strong later went on to study in Harvard Business School’s Executive Education Program. Amid all of his endeavors, Strong always makes time for what matters most – his family. He is a proud husband to Amy, and father to Lilly Grace, Anne Charlotte, Hudson, and Ford.


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