TV Ads attracts Multiple Buyers!

Over the last few years, viewers have tremendously increased and even the time they spend on watching TV programs or ads has increased to a great extent. Its is pretty much good for advertisers as the viewers are giving lot of time watching the screen, and even when audience are viewing tv they vare side by side also accessing other devices i.e. multi screen viewers. People like to be a multi taskers and this behavior has been increased from past three years.

            There may be new trends in the market to benefit these opportunities. In my survey regarding multiplatform tv viewing its been shown that thses benefits might be achieved and in what way. May be it’s a good news or we can say a bad one that among multi taskers, certain types of ads are more or less effective in terms on online viewing. And I was surprised when I found out that there is no single ad that can accomplish both task of increasing the number of visitations to the website and the number of online purchases.To come to the conclusion, I constructed a database, formed questionnaire, prepared a report of detailed study which focuses on multi platform or multi screens viewing. The effect of tv ads online are doubled than those shown on tv. As people watch the ad online and purchase it on the spot. There are different types of ads in the market which focuses on the audience. Among multitaskers, we found that the focus ads are the least effective of all ad types in terms of driving online purchases. They don’t increase the number of people that visit the brand’s website and actually reduce the likelihood that TV viewers will momentarily purchase any product. But it is precisely this effect on engagement that makes viewers pay greater attention to the TV rather than switching attention to a lower and self-paced media such as the Internet.

Well, like most things, it really depends on what product you are selling, your brand, your audience, and your strategic goals. If you sell online and have a reason to believe that you are advertising to a multitasking audience, then TV ads that were created to operate under high levels of attention, such as imagery-focus ads, will not work. This is the case for young viewers, as they multitask most of the time, and for older viewers, who multitask early in the morning and in the evening. In these cases, one should opt for action-focus ads regardless of the brand or industry.

 Importantly, advertisers can actually benefit from the increasing trend of consumers engaging in media multitasking by crafting more appropriate ads. Lower, or divided, attention is not necessarily bad news as long as advertisers target the most effective content to their audience, and use the TV ad as a springboard for consumers to engage with the brand online and ultimately make a purchase.