A+E Networks: When Brand Growth Plateaus, Brands Turn to TV

Catterson has seen hundreds of these quotgrowth brandsquot enter TV advertising in recent years and most of them stay because they discover as advertisers what they already know as viewers TV remains the preeminent medium for telling storiesquotWe39re all drawn to great storytelling which is why TV with all its different flavors and access points is still the crown jewel of the media ecosystemquot Catterson says quotThere39s no better way to tell great stories at scale than with the sight sound and motion of TVquotAs he sees it quotthe main thrust of marketing is to share your brand39s story with the world And whether that39s a story of innovation inspiration or intrigue time and again TV audiences continue to prove they39re among the most receptive audiences to great storytellingquotCatterson says this receptivity is key for growth brands quotIn addition to sharing their story growth brands must also understand how that story resonates with audiencesquot he notes quotAnd very importantly they must be able to take action on that intelligencequotHe points out that quotadvances in TV measurement and targeting have opened up an enormous range of new opportunities for growth brands to use TV as effectively as any other performance medium including search and socialquotSearch and social are effective for early customer growthquot he continues quotbut some brands may be surprised to learn that TV offers the same ease of use performance metrics flexibility and optimization as those channels TV can be a real workhorse within your overall growth strategyquotI think the perception is still out there that TV is complicated and requires big budget commitments to get a seat at the tablequot Catterson adds quotBut that39s not true The price points in TV are often more efficient than digital And brands can start activating on TV with modest budgets and little risk and then optimize and scale at their own pace using a test and learn approachquotCatterson also points out that quotTV can provide an antidote to some of the obstacles growth brands begin facing as they scale their digital media efforts including inflationary pricing a potential for increased fraud and content issues and diminishing returns on the costs of acquiring new customersquotAnd of course as brands come into the TV ecosystem and continue to scale they39re also discovering all the other advertising opportunities within portfolios like AE Networks such as quotaudience targeting program integrations access to talent and sponsorship opportunities that can all help to amplify their message even furtherquot he explainsquotThe proof is in the fact that brands come back quarter after quarter and year after year and new brands continue to enter the TV space all the timequot Catterson concludes He is more confident than ever that quotTV is inviting welcoming and can unlock many new opportunities for brands who are looking to growquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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A+E Networks: When Brand Growth Plateaus, Brands Turn to TV

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Steven Stark

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