B2B marketing is a dynamic arena, where every move counts and every decision can be a game-changer. Finding the right advertising medium is akin to embarking on a thrilling quest for treasure. Imagine yourself steering your marketing ship through turbulent waters, where the waves of audience engagement, brand visibility, and ROI threaten to overwhelm you.
Your trusty compass? Five key principles that serve as your guiding stars: Trust, Reach, Cost, Tracking, and Attention. These aren't just buzzwords; they're the lifelines that lead you to the coveted shores of B2B success.
Now, let's zoom in on a battlefield, where two giants await: the timeless titan, TV commercial ads, and the digital disruptor, online video ads. It's a clash of titans, a clash of cultures, as tradition squares off against innovation in a showdown for advertising supremacy.
But this isn't your average showdown; it's a high-stakes game of strategy, where B2B marketers must weigh the allure of mass appeal against the precision of targeted engagement and ad clicks. This article will help you unravel the mysteries, dissect the strategies, and uncover practice insights that you can actually use. (P.S. You could breeze through to the end for the key points, but trust me, the real treasures lie within the depths of this article!)
B2b marketers' quest for effective digital advertising and strategies often leads to a crossroads where traditional Television ads and modern online video ads tend to intersect. Both mediums offer unique opportunities and challenges for reaching B2B audiences, and are widely used globally. In 2023, the global television advertising market stood around US$ 235.9 billion in 2023 and is expected to reach US$ 322.0 Billion by 2032.
On the contrary for the global online video advertising stood at US$176.6 Billion in 2023 and is projected to reach US$ 553.6 billion in 2032. So, both industries are set to grow, but understanding how they function within the context of B2B digital marketing, is crucial for making informed and profitable decisions.
Television commercials have long been a staple of advertising, with their ability to deliver brand messages to a broad audience simultaneously. For B2B marketers, TV advts can serve as a platform to establish brand presence and credibility on a large scale. Whether it's sponsoring industry-specific programs or airing commercials during relevant news segments, television ads can help B2B companies increase visibility and their brand awareness among potential clients and stakeholders.
On the other hand, online video ads have emerged as a dynamic tool for B2B marketers seeking targeted engagement and measurable results. With the rise of digital platforms like YouTube, Facebook, TikTok, LinkedIn, and Vimeo, B2B marketers can now tailor their video content to specific audience segments based on demographics, interests, and online user behavior.
This level of precision targeting enables advertisers and B2B companies to deliver relevant messages to decision-makers and influencers of specific demographic within their target industries, ultimately driving lead generation and customer acquisition efforts.
TV ads or online video ads? It's like choosing between a classic proven dinner and a trendy vegan feast—both have their merits, but which one will satisfy your hunger for success in the B2B arena? Let's dive in and unpack the arguments, shall we?
First and foremost, let's talk about trust. Are traditional TV advertisements still the gold standard for building brand credibility, or are online video ads catching up in the trust department? Can the polished production values of TV commercials compete with the authenticity and transparency of online video ads? Trust is a cornerstone of effective advertising—how do television ads and online video ads stack up in this crucial aspect?
Second reach. TV advertisements have been the reigning champs of mass reach for decades, but are they still as effective in today's digital age? And what about online video ads? Sure, they offer targeted audience engagement, but do they have the same widespread impact on engaged audiences as their their TV ad counterparts?
Then there's the matter of cost. TV advertisements can be a hefty investment, with prices ranging from a few hundred bucks to millions for a prime-time spot during the Super Bowl. But are they worth the price tag? And what about online video ads—are they really as cost-effective as they claim to be, or are there hidden expenses lurking beneath the surface of ad spend?
Next, let's talk about the so called most important thing in marketing, tracking. TV advertisements may lack the precision tracking capabilities of their online counterparts, but does that mean they're flying blind? And what about online video ads? With the ability to track every click, view, and conversion, do they offer too much information or just the right amount of insight?
Finally, attention. TV advertisments may have the advantage of capturing viewers' undivided attention during commercial breaks, but do they actually hold their focus? And what about online video ads? With shorter attention spans and endless distractions just a click away on mobile devices, how do they stack up in the battle for eyeballs?
These are the questions that keep B2B marketers up at night, and we address them in the next section.
These two advertising and targeting options operate on different wavelengths, each with its own set of strengths and weaknesses. Let's dissect the differences in trust, reach, cost, tracking, and attention+ to help you navigate the turbulent waters of B2B marketing more effectively.
When it comes to advertising, trust is like the secret sauce that makes everything taste better. Traditional TV advertisements have been serving up trust for years, with their polished production values and familiar faces.
But are they still the trust worthy by the new generation of B2B buyers? Well, the answer is year. TV is still considered to be a trustworthy medium by adults including Millennials and Gen Z, the majority B2B buyers. Even more notable is that the same audience considers Internet and Social Media as not trustworthy.
But hold your horses—online video advertisements still work. With their authentic storytelling and personalized content, online video ads are winning over the hearts and minds of consumers everywhere. In fact, 86% of marketing professionals are already using online video ads as a marketing tool, and for good reason.
Online video ads offer a level of transparency and authenticity that traditional TV ads can't match, making them a powerful tool for building trust with your audience.
So, who's the winner in the trust game? It's hard to say.
Both TV advertiements and online video ads have their strengths when it comes to building brand credibility. But one thing's for sure: in today's fast-paced world, trust is more important than ever. Whether you're broadcasting your message on the small screen or the smartphone screen, earning the trust of your audience is the key to success.
TV commercials have long been celebrated for their unparalleled global reach, casting a wide net over a diverse audience base. However, this broad reach comes at a price—quite literally. Broadcasting a single 30-second spot during prime time can cost upwards of $10,000, with national campaigns tallying up to hundreds of thousands of dollars. Just of emphasize the extreme, a 30-second video commercial during Super Bowl in the US costed US$ 7 million in 2024.
Yet, the investment doesn't end there. Crafting a top-quality video ad for TV can set you back a cool $40,000 or more, depending on factors like celebrity endorsements or exotic filming locations (read more about cost of making B2B video) . Despite the hefty price tag, TV ads offer a level of prestige and trust that can't be easily replicated.
On the flip side, online video ads offer a more cost-effective alternative to television ads with precise targeting capabilities. Running an ad on platforms like YouTube, Facebook, and LinkedIn can cost just a fraction of traditional TV advertising, making it an attractive option for budget-conscious B2B marketers.
To give you an overview, Cost per 1000 vides (CPM) of video ads on Youtube is around US$ 4 to US$ 10, on Facebook and Instagram it is US$ 5 to US$ 7, on LinkedIn it US$ 20 to US$ 45.
Online video ads offer another great perk: they let you slice and dice your audience based on stuff like age, interests, and what they've been browsing online. This means your message lands right in front of the folks who are most likely to dig it. Plus, here's a cool fact: millennials and Gen Z'ers, who make up a big chunk of B2B buyers, are totally into online video ads.
When it comes to tracking, traditional TV is crap, leaving marketers in the dark about the true impact of their campaigns.
While online video ads reign supreme, offering unparalleled insights into viewer behavior and marketing campaign performance, traditional TV struggles to provide actionable insights beyond basic viewership metrics. For instance, digital platforms provide a treasure trove of data, from click-through rates to conversion metrics, empowering marketers to refine their strategies.
However, the emphasis on tracking sometimes overshadows the crucial aspect of capturing and retaining audience attention—a significant factor in where traditional TV holds its own. Despite its limitations in tracking, TV advertising remains a trusted and effective medium for brand building and mass reach.
The halo effect of television, coupled with its ability to command attention and evoke emotional responses, makes it a valuable asset in any comprehensive marketing strategy. In fact, studies show that TV ads are more likely to evoke emotional responses, leading to better brand recall and consumer engagement.
When it comes to capturing audience attention, it's essential to consider the characteristics of attention as outlined by William James over a century ago: selective, finite, and voluntary. These attributes have significant implications for advertisers in crafting effective marketing strategies.
On one hand, TV ads benefit from viewers who are fully immersed in their viewing experience, providing advertisers with a prime opportunity to leave a lasting impression. However, the increasing prevalence of digital distractions presents a challenge in maintaining engagement during commercial breaks.
On the other hand, online video ads may not command the same undivided attention as TV, yet they offer a more interactive and engaging experience, allowing for greater interaction and participation from the audience.
Research from Dentsu and Lumen sheds light on attention spans across different advertising mediums. For instance, non-skippable YouTube ads typically capture an average of 5.2 attention seconds, while a 15-second TV ad reaches 7.5 active attention seconds. Notably, thirty-second TV ads achieve an average of 13.8 active attention seconds—the highest among all measured media. In contrast, an Instagram story manages only 1.7 attention seconds on average.
These attention-grabbing statistics offer valuable insights into the changing realm of advertising. As advertisers navigate between traditional TV commercials and modern online video ads, they must adapt to capture and retain audience attention effectively.
While TV commercials excel in attention span, online video ads are carving out their own niche by embracing interactive ad formats and targeted content. Peter Field's observation underscores the enduring effectiveness of TV advertising, suggesting that its impact on business outcomes often surpasses that of its digital counterparts, despite being undervalued in comparison.
As we discuss the TV ads versus online video ads, it's crucial to explore how television advertising and online video advertising are evolving in the digital age. While the AI effect is begining discussed at large about online video advertising, the television ads market is become more diverse with the advent of Connected TV (CTV) advertising, B2B marketers are facing new opportunities and challenges in reaching their target audience. Let's unravel the mysteries and discover how CTV advertising is reshaping the advertising landscape for B2B marketers.
CTV advertising stands out as a beacon of innovation and opportunity for B2B marketers. With its precision targeting capabilities, which the traditional TV lacked, CTV advertising empowers marketers to reach their target audience with unprecedented accuracy and efficiency.
Traditional TV advertising often involves buying the entire audience of a media outlet or a specific program, leading to a significant amount of wasted impressions on non-relevant viewers. However, with CTV advertising, B2B marketers can leverage their own data to create highly customized audiences based on demographics, firmographics, and psychographics. This means that messages are delivered directly to the target customers, eliminating wasted impressions and maximizing the impact of each ad.
But that's not all—CTV advertising offers differentiation in a crowded marketplace. By appearing on television screens alongside more traditional advertisers, niche B2B players can capture attention and create a positive perception for their brand and services. The novelty factor of seeing industry-specific ads on TV adds value beyond the advertisement itself, helping brands stand out and make a lasting impression on viewers.
Furthermore, CTV advertising provides unparalleled tracking and measurement capabilities, allowing marketers to monitor performance across screens and channels. By understanding their target audience's typical path to purchase, marketers can optimize their advertising programs over time, ensuring maximum ROI and effectiveness.
Imagine being able to retarget a recent visitor to your website with a TV spot on their favorite show—CTV advertising makes this possible. With cross-channel and cross-device advanced targeting options, B2B marketers can reach their audience wherever they are, ensuring that their message resonates across every screen.
As the digital age continues to reshape the advertising landscape, CTV advertising stands out as a powerful tool for reaching and engaging B2B audiences in a meaningful way.
In the ongoing battle of the screens, where TV ads duke it out with their online video counterparts, one thing's for sure: quality reigns supreme. After all, nobody ever said, "Let's make a mediocre ad and hope for the best!"
Whether you're tuning in to traditional TV or scrolling through your favorite online platforms, the success of a video ad boils down to one thing: its ability to grab your attention, educate you, and maybe even make you snort-laugh your morning coffee out your nose (okay, maybe not that last part, but you get the idea).
Especially in the wild world of B2B marketing, where decision-makers are busier than a cat in a room full of laser pointers, the quality of your video ad can mean the difference between sealing the deal or getting lost in the digital abyss.
But don't fret, dear marketer! We've done the digging for you and compiled a collection of stellar B2B video ads for both TV and online formats below. You could also read more about quality videos and their production here.
Here are some B2B tech brands utilizing tv advertising to it’s fullest. Take care to notice that these videos are what you would consider “top of funnel” assets. Awareness raising. High quality visuals, broad action with a lot of emotions - humor and likability. In a sense, they aren't cheap!
CrowdStrike | This or That | Financial Services
“Gold Rush” :30 | Ask More of AI with Matthew McConaughey | Salesforce
The world is the new office | HP Notebooks. Work Better.
UNSKIPPABLE FAMILY LONG FORM 01 - GEICO Cannes Lions 2015
RevisiON: The Ultimate Workout for Video Editors
GOOGLEHEIMER COUNTDOWN | GA4 Oppenheimer Parody Trailer
Well, folks, sometimes it's just as crucial to know what not to do as it is to know what to do, right? Now, we're pretty confident you wouldn't be aiming for the level of video ads we're about to show you. But hey, for a bit of lightheartedness in this serious discussion, we figured we'd share them with you anyway. So, check out these "Cringe TV Commercials by Gen Z Memes"
As we wrap up our journey through the wild world of TV ads versus online video ads, it's clear that B2B marketing is like a rollercoaster ride—full of twists, turns, and surprises around every corner! From the classic charm of TV commercials to the digital dazzle of online video ads, there's no shortage of options for reaching your audience. But amidst all this excitement, a few things remain constant: the need for top-notch content, the importance of knowing your audience inside and out, and the magic that happens when you mix and match your advertising channels just right. So, summarize all this wisdom into some handy key takeaways that'll help steer your marketing ship toward smooth sailing in the digital age!
Whether you're looking to create compelling TV commercials or engaging online video ads, we've got you covered.
Contact us today to learn more about how we can help you craft high-quality video content that resonates with your audience and drives results.
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