In today’s fast-paced digital world, it can be tempting to focus on short-term advertising campaigns that deliver immediate results. However, the benefits of a long-term advertising strategy are numerous and can have a significant impact on your business’s bottom line.
Consistent brand awareness through a long-term, strategic advertising approach supports all phases of the marketing funnel, helping to positively impact the growth of your business.
One of the most effective ways to build brand awareness is through TV advertising. TV advertising has a large reach and can be very effective at engaging viewers. An always-on multiscreen TV advertising strategy can lead to greater sustained brand success by not only elevating overall brand awareness, but also increasing brand trust, credibility, and memorability.1
Another important factor in building brand awareness is the length of your advertising campaign. Longer campaigns tend to be more effective than shorter campaigns. The data suggests that the more days a commercial is on air, the higher audience reach you will garner (the more households that will see your ad) – and this holds true among all investment levels.1
What does this mean?
In addition to building brand awareness, long-term advertising can also help to increase brand recognition. This can be attributed to three factors of engagement that are important for branding and driving outcomes: attention, emotion, and repetition.2
Here are some of the key findings included and expanded on in the report:
- Builds brand awareness and consideration: When consumers see your ads consistently over time, they are more likely to remember your brand and choose your products or services when they are ready to buy.
- Reaches new audiences: By targeting your ads to the right audience and running them over a period of time, you can increase your chances of converting new customers into loyal brand advocates.
- Increases brand recognition: An always-on multiscreen TV advertising strategy can lead to greater sustained brand success by not only elevating overall brand awareness, but also increasing brand trust, credibility, and memorability.
Read the full blog to learn more about the benefits of a long-term advertising strategy and how Effectv can help you achieve your business goals.
About Effectv:
Effectv is an audience delivery company. Effectv uses Comcast aggregated first-party data to target advertisers’ audiences across linear TV, streaming, and video on demand. In addition, advertisers can utilize its in-house creative agency, Mnemonic, to craft compelling messages as well as easily and affordably build campaigns. A division of Comcast Cable, Effectv has a presence in 60+ markets and a potential reach of 96 million U.S. adults that include both Comcast and non-Comcast households For more information and insights, visit www.effectv.com/insights.
Sources:
1. Comcast Aggregated Viewership Data. Analysis of Jan-May 2022 campaigns, 14K+ campaigns. Total HHs.
2. Comcast Advertising, MediaScience study, May 2023. Recall tested in a series of survey questions post viewing, n=284.
