Modern Marketing Media Planning and Buying Brand Strategy

TV and Social: 10 ways to effectively boost your advertising strategy

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December 16, 2021 | 6 min read

The Asia-Pacific region will be home to more than two billion digital video viewers by 2022. Video streaming has officially entered the mainstream, coinciding with increased social media use around the globe. Meanwhile, the rise of users watching video content on smartphones is fuelling a fusion of mobile, TV, and digital. These changes in viewer habits have a tremendous impact on how brands can best reach their audiences.

Unsurprisingly, these consumer behaviors are reflected in market growth: a Dentsu report predicts a 9.7% uplift for the media and entertainment industry and an ad spend increase of 8% in the Asia-Pacific region. Moreover, where a large majority of users (86%) will happily watch ad-supported content as long as that keeps viewing free, this provides an excellent opportunity for advertisers, publishers, and agencies alike.

It’s nothing new that a multichannel approach to advertising is essential for success and that each individual channel has its advantages and limitations. When it comes to TV and social advertising, we’ve weighed up the pros and cons of each for a full comparison:

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Both TV and social advertising can and should work together to increase brand awareness and convert new customers.

TV achieves high ratings when it comes to:

  • Entertainment

  • Impact

  • Reach and scale

  • Captivating audiences

But TV must turn up the volume for:

  • Targeting

  • Calls to action

  • Small budgets

  • Reporting

  • Activation and optimization

Social highs

  • Built-in network effects

  • Precise targeting

  • Measurement and analytics

  • Interactive ad formats

Social lows

  • Multiple platforms

  • Attention spans

  • Smaller screens

  • Ad fatigue

Fortunately, advertisers don’t have to choose between TV and social advertising. Both channels can and should work together to increase brand awareness and convert new customers. While the introduction of social media has enhanced the effectiveness of TV adverts, paid social marketers need to fully utilize TV to boost the performance of social ads.

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In this eBook, Mediaocean determines why, and how, TV and social make a powerful dynamic duo. This report explores the TV and social landscape in the Asia-Pacific region, and ten tips for paid social marketers on how to drive engagement with TV and social advertising.

Modern Marketing Media Planning and Buying Brand Strategy

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Mediaocean is the mission-critical platform for omnichannel advertising. With more than $200 billion in annualized media spend managed through its software, Mediaocean connects brands, agencies, media, technology, and data. Using AI and machine learning technology to control marketing investments and optimize business outcomes, Mediaocean powers campaigns from planning, buying, ad serving, and creative personalization to analysis, optimization, invoices, and payments. Mediaocean employs 1,500 staff across 30 global offices and supports over 100,000 people using its products. Visit www.mediaocean.com for more information.

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