Why TV marketing is still relevant in Alaska
Plenty of marketing studies say that when we’re watching TV, we’re not really “tuned in.” And for many people, that’s probably very accurate.
When we watch TV nowadays, we generally have at least one other device or screen next to us, like our smart phones. But claiming that digital media advertising is more important simply because we occasionally text or go on social media while we’re watching TV is an exaggeration. Even if we aren’t staring straight into the TV with our undivided attention, TV still means enough to us as a society that if our friends ask us what we’re doing, we say “watching TV.”
Let’s be real here. Are we hyper-focused on our TV watching experience? No. But if we’re being honest, when we’re on our phones, are we hyper-focused on social media, either? No.
We’re not sitting in a dark, quiet room, devoting all of our attention to a single digital media platform. And even if we were, there are thousands of places to spend time on our phones. We’ve become masters of “skimming” our wall feeds, commenting on article headlines without actually clicking them or reading them, multi-tasking texting, email, YouTube videos, and so much more.
And of the extremely broad “social media” category, you can continue to divide the competition almost infinitely further once you consider how many social media platforms there are. Facebook, Twitter, Instagram, Snapchat, Tumbler, Foursquare, and the list goes on.
And while all of those other digital media ads are competing for your consumer’s attention on a small mobile screen, the TV has its own, large podium and is being given equal attention.
Alaska is a very unique state, for many reasons. Because of how spread out we are and how comparably small our population centers are (considered to buying TV in LA or NYC), it’s not hard to create a reasonable priced media plan that’s just as competitive as nearly any other local media in terms of cost per impression ( = how many eyes see your advertisement).
Savvy marketers know that one of the biggest drawbacks about television campaigns actually doesn’t apply in Alaska once you break it down by cost per impression and really compare medias apples to apples. Saying that TV advertising in Alaska is too expensive is a myth.
Sure, Alaska TV stations have some programs or events that are expensive (like if you’re trying to buy a :30 ad in the Superbowl), but in general, our state’s TV prices are way more affordable than you might think, considering what you’re getting and how much of your target audience you can reach.
There’s no question or debate when it comes to whether or not traditional at-home TV viewing is decreasing, because it is. And there’s no question or debate when it comes to whether or not marketers are starting to spend more money on countless forms of digital media, because they are (website ads, in-app purchases, plethora of social media platforms, etc.).
But the real debate – is TV advertising still relevant in Alaska? – shouldn’t really be a debate at all. The answer is YES.
TV is an important part of many integrated media campaigns in Alaska. Because if our potential customers now live in a time where they have at least two screens in front of them, you, the advertiser, should absolutely want to be on both of those screens.