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Marketing Content Strategy

Digital Advertising Complements, Not Cannibalizes, TV Ad Efforts

Although it’s easy to see different advertising media as rivals competing for consumer eyeballs and attention, mounting evidence is showing that some forms of media actually complement one another. A new report by eMarketer bolsters this point, particularly with regard to digital and television ad dollars: “More and more marketers see the different channels as supplementing each other for a well-rounded campaign,” the research site noted.

Television still holds a commanding lead over digital media, making up 38.8 percent of total media spending in 2013. At this point, digital media is a strong second, with 25 percent of spending last year. And those numbers are changing fast—forecasts show that spending between these two media will even out by 2018, at roughly 36 percent of total dollars apiece.

Other research supports this finding, with a different study in September 2013 from Forrester Consulting and Videology showing that 52 percent of media companies expected campaigns to use both digital and TV platforms to create a “holistic” marketing strategy.

Keeping the Message Consistent

One of the biggest ways to ensure that an integrated campaign that uses TV and digital advertising works across multiple platforms is to keep the message consistent. Though you might be delivering the message in different ways, experts note that key facets of your campaign should remain the same.

Andrew Stanten, the president of Altitude Marketing, spoke with recently about the importance of keeping visual consistency across multiple platforms. As Stanten said, “Visual identity is far more than your logo. It entails having a common overarching design (look and feel), style of photography and graphics, consistent logo treatment [and] common colors and fonts.” So regardless of whether the message goes across TV or digital channels, consistent visual style creates the kind of holistic branding that marketers want.

Content as Complementary to Digital Advertising

As more dollars flow toward digital advertising, content marketing will grab a greater share of marketing dollars as well, where content can fill in the gaps left by TV ads’ broader, simpler messaging. Content marketing—whether it’s in the form of blog pieces, listicles or other pieces of original content—also have a broader shelf life than television advertising.

Though TV advertising still leads digital advertising by a considerable margin, marketers are looking at ways that these two media can complement one another, instead of taking an either/or approach. By crafting an all-encompassing campaign that uses the targeted elements of digital advertising (including content) to complement the broad reach of television, marketers can get the most out of their campaigns.

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