The start of 2017 has seen plenty of industry headlines about the increased TV advertising spends of digital businesses. Up 8% to a total of £639m in 2016, further growth is forecast and simply put, TV is where the smart money is going.

1. WHY ONLINE BRANDS ARE TURNING
ON TO TV

2. FOLLOW US
ON TWITTER
@PACE_MEDIA

3. ABOUT
PACE MEDIA
Pace Media is a Next Generation TV and
Video advertising agency.
Our services include International TV
media buying covering all corners of the
globe, TV advert and online content
production, development of YouTube
channels, plus exciting new tech tools to
track, analyse and plan media buying in
these channels.
Our clients are Games, Gambling and
Tech-centred high growth brands. We
work with many of the world’s brightest
stars in these sectors, but they are not
always the leaders. They are the
Challengers, the Disrupters, and we love
working with them. These are the
exciting brands of the future, pushing
their way to the front, and we are helping
them do it.
WE USE TV TO
DRIVE YOUR
SALES

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5. THE START OF 2017 HAS SEEN
PLENTY OF INDUSTRY
HEADLINES ABOUT THE
INCREASED TV ADVERTISING
SPENDS OF DIGITAL
BUSINESSES. UP 8% TO A
TOTAL OF £639M IN 2016,
FURTHER GROWTH IS
FORECAST AND SIMPLY PUT,
TV IS WHERE THE SMART
MONEY IS GOING.

6. TV ADVERTISING IS BEING
REALISED AS THE MOST EFFECTIVE
FORM OF BRAND-BUILDING FOR
ONLINE BUSINESSES.

7. THERE ARE SOME UNIQUE
REASONS WHY...

8. THERE ARE SOME UNIQUE REASONS WHY TV ADVERTISING IS
BEING REALISED AS THE MOST EFFECTIVE FORM OF
BRAND-BUILDING FOR ONLINE BUSINESSES. THE FIRST IS
DOWN TO THE ETHEREAL NATURE OF WEB-BASED BRANDS.
TAKE A PRICE-COMPARISON SITE, FOR EXAMPLE: THERE IS NO
PHYSICAL PRODUCT, THERE ISN’T EVEN AN ACTUAL SERVICE
PER SE. IT’S ESSENTIALLY JUST AGGREGATED INFORMATION,
AND FROM A MARKETING PERSPECTIVE, THAT HAS ZERO
TRACTION.

9. PACE MEDIA GAMES ADVERT
SHOWREEL
WATCH
NOW

10. WHY ONLINE BRANDS ARE
TURNING ON TO TV

11. TV ADVERTISEMENTS,
HOWEVER, PROVIDE A
TANGIBLE CONSUMER
TOUCH POINT:

12. AN ACTUAL ‘THING’ THAT
AN AUDIENCE CAN
ENGAGE WITH. IT’S THE
SAME THINKING THAT
ONCE PUT CERAMIC PIGS
IN THE HANDS OF YOUNG
NATWEST CUSTOMERS,
AND MORE RECENTLY,
FLUFFY MEERKATS IN THE
ARMS OF PEOPLE
LOOKING TO SWITCH
INSURANCE. TV ADS HAVE
A SUBSTANTIATING
EFFECT – IF THE
PRODUCT IS VIRTUAL, TV
MAKES IT SEEM REAL.

13. THIS LEADS ON TO ANOTHER MAJOR
ADVANTAGE OF TV: CONTEXT. WHY
SHOULD A TV AD MAKE SOMETHING
SEEM MORE REAL?

14. BECAUSE IT’S A
SINGULAR MESSAGE,
DELIVERED TO A
RECEPTIVE AUDIENCE –
SO THEY ACTUALLY HAVE
THE CHANCE TO REACT.
IN REALITY, ONLINE
USERS ARE FOCUSED ON
SOMETHING ELSE, BUSY
ON-SCREEN, DISTRACTED
BY NOTIFICATIONS AND
ALERTS. TV AUDIENCES
ARE SITTING ON THE
SOFA WITH THEIR FEET
UP – WATCHING AND
LISTENING.

15. THE FACT THAT CONSUMERS ARE ALWAYS WITHIN ARM’S
REACH OF AN ONLINE DEVICE DOESN’T MEAN THAT’S THE
BEST WAY TO GET THEIR ATTENTION. RATHER, BUILD THE
BRAND ON TV – WITH TRIED AND TESTED TECHNIQUES, AND
USE THAT TO KICK-START A USER JOURNEY THAT CONTINUES
ONLINE.
IT’S A MORE IMPACTFUL WAY TO BEGIN THAT FUNNELLING OF
CONSUMERS TOWARDS THE END-TRANSACTION, AND IT’S
ALSO A MUCH BIGGER FUNNEL.
THERE ARE PLENTY OF REASONS WHY HYPER-TARGETING
SPECIFIC DEMOGRAPHICS SEEMS LIKE A LOGICAL APPROACH,
GOOGLE AND FACEBOOK HAVE BUILT THEMSELVES ON JUST
THAT. BUT THIS ISN’T ALWAYS THE BEST TACTIC.

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TOUCH

17. BROADER AUDIENCE
WITH TV

18. BRANDS ARE BUILT ON SO MUCH MORE THAN
DIRECTING A MESSAGE AT AN INDIVIDUAL.
BRANDS, BY DEFINITION, CAN ONLY ESTABLISH
THEMSELVES AS PART OF A WIDER CULTURAL
CONTEXT.

19. THERE NEEDS TO BE A BROAD MOMENTUM TO
BOOST CREDIBILITY AND, ULTIMATELY,
EFFECTIVELY INFLUENCE PURCHASING
DECISIONS. TV CAN REACH A BROADER
AUDIENCE, WITH SYNCHRONICITY, A PARTICULAR
MESSAGE DELIVERED CONCURRENTLY TO
THOUSANDS/MILLIONS OF HOUSEHOLDS.

20. THERE ARE 17 MILLION CONVERSATIONS
ABOUT TV ADVERTISING EVERY EVENING IN
UK HOUSEHOLDS.
THINKBOX ESTIMATED

21. RELATED
READING:
HOW TV ADVERTISING IS
MAKING A COMEBACK IN
2017
CLICK TO
READ