Rethinking TV Advertising for CPG Success

You’re facing a marketing dilemma. You want to scale and find new audiences, but your current media mix simply isn’t cutting it. Your customers are trapped in a closed loop at the bottom of the funnel. Without television advertising, you struggle to fill the top-of-funnel with viable prospects.

If you’re like many CPG marketers, you might assume TV advertising is irrelevant for your niche audience or too expensive to pull off given tight marketing budgets. But that outdated way of thinking is only holding you back. 

The television landscape is evolving rapidly, and it’s time to challenge these assumptions. The shift from traditional to digital media is creating new opportunities for brands of all sizes. Let’s talk about how modern TV advertising can help you achieve your marketing goals — without breaking the bank.

The Evolving Landscape of Television

You might be surprised to learn that streaming services and apps are now the go-to for viewers across all age groups, even your older target audiences. They’re discovering new content on platforms like YouTube, Pluto, and Sling, and rewatching old classics. This blend of nostalgia and modern viewing experiences creates unique opportunities for savvy marketers.

In fact, nearly half of YouTube’s viewership now happens on television screens. That’s right – the lines between traditional TV and digital platforms are blurring, opening up new avenues for reaching your target where they’re most comfortable.

This evolution means you can tap into the best of both worlds: the lean-back, immersive experience of television combined with the precision targeting of digital media. It’s a powerful combination that allows you to showcase your products in all their glory while reaching exactly who you need to reach.

The Power of Data-Driven TV Advertising

Don’t let the term “TV advertising” fool you into thinking it’s all broad strokes and guesswork. With data-driven strategies, you’re not just throwing spaghetti at the wall — you’re serving up a perfectly tailored dish to those most likely to savor it. It’s not just about primetime slots anymore. It’s about precision.

Today’s TV advertising leverages advanced analytics to pinpoint specific consumer segments. This means you can reach your niche audience with the impact of television, without wasting your budget on viewers who aren’t interested in your products.

Here’s where it gets exciting:

• By integrating insights from digital media, you can create TV campaigns that resonate with your audience’s online behavior.
• Viewer behavior tracking allows you to optimize your ad strategy in real-time, ensuring your message hits home.
• The “lean back” mode of TV viewing often leads to higher receptivity, making your ads more effective.

Imagine combining retail purchase histories with streaming service viewership data. This powerful mix allows you to craft campaigns that speak directly to lapsed buyers or entice secondary purchasers to become primary ones.

Collaborative Data Initiatives in TV Advertising

The world of TV advertising is getting a major upgrade, thanks to some groundbreaking collaborations. Sophisticated marketers have evolved past thinking TV is a one-size-fits-all marketing tool. Now, companies are joining forces to create a smarter, more targeted approach.

Take the partnership between Instacart and Roku, for instance. This collaboration is changing the game by matching purchase data with viewing habits. You can now reach those elusive lapsed buyers or target specific consumer segments with laser precision.

Imagine being able to serve an ad for your organic snack line to someone who’s been binge-watching health documentaries and has a history of buying similar products. That’s the power of integrating purchase history with viewing data. It’s not just advertising; it’s highly relevant content catered to your niche audience.

And by optimizing your ad spend and improving ROI through personalized marketing efforts, you’re making every dollar work harder. 

Precision Targeting with Advanced Data Tools

Let’s dive into the world of advanced data tools that are revolutionizing how CPG brands connect with their audience.

Take, for instance, the power of device graphs. These digital marvels can identify specific consumer devices linked to individual buyers. It’s like having a direct line to your customer’s living room, kitchen, or wherever they’re watching their favorite shows.

Combine this with insights from grocery loyalty programs, and you can now target not just any viewer but the exact shopper who’s been eyeing your product category or even those who’ve recently stopped buying.

With these advancements, you can:

• Spot and re-engage lapsed buyers before they’re lost for good
• Turn occasional purchasers into loyal fans
• Introduce your newest product to the most receptive audience

This isn’t just about reaching more people; it’s about reaching the right people at the right time with the right message. It’s TV advertising that’s as targeted as digital, but with the emotional impact only television can deliver. 

Embracing TV Advertising for Growth

Don’t let outdated assumptions hold your CPG brand back from tapping into the power of TV advertising. The television landscape has evolved, offering unprecedented opportunities to reach your target audience with precision and impact. Whether you’re a niche food or restaurant brand or operating on a tight budget, modern TV advertising can be your gateway to expanded reach and increased revenue.

And you don’t need a huge budget to do it. EHY offers high-quality TV advertising campaigns that enable you to tell your brand story on the big screen and boost your market share. Let’s chat.