How to Strengthen Your TV Ads with Paid Social

Using Paid Social to Strengthen Your TV Ads

Every morning when I wake up, the first thing I do is check social media and I do the same every night right before I go to bed. According to Adweek, within 15 minutes of waking up, 79% of people will reach for their phones. Social media shares everything with me from the latest news to what I should be making for dinner tonight.

With all of this information at my disposal on my smartphone, I find myself drawn less to watching my TV. According to Facebook, 60% of people use their mobile phone while watching TV and people will consume seven hours of content in five hours. On top of that, viewers are less distracted when viewing content on their mobile phones than when watching TV. Looking at this from an advertiser’s perspective, why would brands spend money solely on TV and not social media?

The Consumer Transition from TV to Social Media & Mobile Phone

If your brand is currently focusing only on TV, you need to move forward with paid social and mobile trends. eMarketer and Social Media Examiner announced that this is the first year that digital ad spend is more than TV ad spend. So, why should you jump on the digital bandwagon and invest more in social media? Because your competitors already are!

With more than 190 channels, TV tends to be a fragmented medium. Social media is breaking through that fragmentation by being a viewer’s single source for information, entertainment, connecting with others, and advertisements. Now, I’m not saying that you need to completely do away with TV advertisements, but social media ads are starting to step in and should be seen as a major resource for your brand.

Furthermore, mobile videos are becoming extremely popular and are only predicted to grow more in popularity. Facebook delivers 100 million hours of video every single day. Accordingly, advertisers should be aligning their messaging and creative from TV and social media, resulting in one cohesive brand voice.

Advertisers also need to understand what they can get for their money with both TV and social ads. According to Facebook data from the 2016 Academy Awards, Facebook reached four times more people, had a six times higher frequency, and had a much longer flight time than TV advertisements with the same amount of budget.

Making Your Social and TV Ads Work Together

Be creative with your advertisements to integrate the messaging between the two. Ultimately, your goal is to know your audience and speak to them across all platforms. Keep reading for some actionable ways to align your TV and social media ads:

  • Make your messaging and your brand’s voice consistent across platforms. If you don’t manage the brand’s TV ads, make sure you are staying up-to-date on what they’re doing and updating them on what you’re doing.
  • TV ads are more expensive and last less time than social ads. You need to be creative with your ads so that people will remember your brand when they see your corresponding social ads.
  • Know which social platform is right for your audience. Like choosing TV channels to advertise on, social networks attract different audiences. The social network you choose will depend on your audience and what your goals are.
  • Continue the conversation from the TV ad on social media. Design these ads to flow together and engage with your audience on social media organically.
  • Use TV ads to gain brand awareness and social ads to get people to get on your website and convert. Once the viewer is brand aware, they are more likely to take action.

We live in a digital world that is progressively becoming more mobile. Grow your brand even further by giving social ads more attention and letting them complement your traditional advertisements.


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Did you like this post? Let us know why (or why not) in the comments. In the meantime, check out our blog Facebook vs Google: Choosing Between Digital Advertising Giants to discover why Facebook advertising allows you to reach your audience and foster brand awareness.

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