The post State of the Screens: #350 (Top TV Shows → 3 Big Questions) first appeared on TVA Media Group.

Setting the Scene: The Rise of Specialized Production Companies

If you’re looking for a location that’s a melting pot of technology, creativity, and entrepreneurship, look no further than the Golden State. California video production companies have evolved beyond Hollywood movies and are making significant inroads into advertising, especially when it comes to commercials that call the viewer to immediate action.

• Tech-Savvy: These companies are at the forefront of technological innovations, incorporating everything from 3D effects to virtual reality.
• Creative Talent: A blend of experienced directors, cinematographers, and editors ensure that each project is a masterpiece.
• Strategic Locations: Situated close to tech giants and innovation hubs, these production companies have the strategic advantage of quick adaptability and partnerships.

Why Direct Response Commercials Matter More Than Ever

While traditional advertising plays a long-term game, direct response commercials aim for immediate consumer engagement. These are not just any commercials; they are strategic masterpieces designed to evoke immediate action from viewers.

• Measurable ROI: One of the most significant benefits is the ability to track real-time performance.
• Targeted Approach: By focusing on a specific call to action, these commercials allow for a more focused advertising strategy.
• Cost-Effective: When produced correctly, the ROI can significantly outweigh the initial investment, making it a cost-effective strategy.

The Synergistic Relationship: California Video Production Company and Direct Response Ads
So what happens when the creative talents in California take on the challenge of producing direct response commercials?
• High-Quality Production: When professional production meets strategic advertising, the result is a high-quality commercial that stands out.
• Innovative Storytelling: Storyboards go beyond traditional structures to create compelling narratives that engage the viewer and encourage immediate action.
• Data-Driven Decision Making: Leveraging big data and analytics, these commercials can be continually optimized for better performance.

Case Studies: Success Stories Worth Noting
Several brands have benefited from this synergistic relationship. Here are a couple of examples:
• Healthcare Brand: A recent campaign yielded a 300% increase in call volume, thanks to a brilliantly executed commercial by a California-based video production company.

• Fitness Equipment Retailer: An engaging 30-second ad resulted in an immediate 200% boost in website traffic and a significant uptick in same-day sales.

The Road Ahead: Future Trends in Direct Response Commercials

As technology and consumer behavior continue to evolve, we can expect several new trends to dominate:
• Increased Use of AI and Machine Learning: Advanced algorithms can help optimize ad placement and timing for maximum impact.

• Personalization: Tailoring commercials to individual preferences will become more straightforward, thanks to data analytics.
• Multi-Platform Strategy: As consumers diversify their media consumption, direct response commercials will have to adapt to multiple platforms for maximized reach.

Conclusion
While the essence of advertising remains constant—to engage and persuade—the tools and methodologies continue to evolve. The joining of forces between California’s creative powerhouses and the immediacy of direct response advertising offers an enticing avenue for brands aiming to make an immediate impact. And in an age where every click, share, and call counts, this collaboration could just be the game-changer the industry needs.

The post Unlocking the Future of Impactful Advertising first appeared on TVA Media Group.

My conversation with Bob Gruters.  Bob is currently the Chief Revenue Officer at Loop Media.  Due to his experience on both the digital (Loop Media and Facebook) and linear (MTV and Univision) sides of convergent, he understands it from all angles.

In this episode, we cover: 

1) The future of TV when screens are everywhere

2) How agencies should look at evolving mediums such as digital out-of-home (DOOH)

3) Why “it’s all just TV”

2. Cutting the Cord: Pay-TV’s Subscriber Base Plummets by 1.7 Million in Q2

Seven big questions re: cord-cutting:

1) How many homes subscribe to a pay-TV bundle?

2) What share of pay-TV subscriptions is streaming?

3) What does a streaming pay-TV subscriber look like?

4) Are streaming pay-TV services replacing all the subscribers leaving traditional pay-TV?

5) What share of households subscribes to a traditional and streaming pay-TV service?

6) Why would someone subscribe to both?

7) Is time spent with cable declining at the same rate as subscribers?

Big question #1: How many homes subscribe to a pay-TV bundle?

Quick answer: 73M

YoY change in pay-TV subscribers:

1) Traditional pay-TV – ↓ 6.5M

2) Streaming pay-TV – ↑ 1.1M

3) Total pay-TV – ↓ 5.4M

Total pay-TV subscriptions (YoY growth):
1) 2019-Q2 – 91.0M

2) 2020-Q2 – 85.9M (↓ 6%)

3) 2021-Q2 – 82.5M (↓ 5%)

4) 2022-Q2 – 78.1M (↓ 5%)

5) 2023-Q2 – 72.7M (↓ 7%)

Big question #2: What share of pay-TV subscriptions is streaming?

Quick answer: 19%

Streaming pay-TV subscriptions (YoY growth):
1) 2019-Q2 – 8.2M
2) 2020-Q2 – 9.9M (↑ 20%)
3) 2021-Q2 – 11.7M (↑ 18%)

4) 2022-Q2 – 13.0M (↑ 17%)

5) 2023-Q2 – 14.2M (↑ 9%)

Big question #3: What does a streaming pay-TV subscriber look like?

Quick answer: Streaming pay-TV subscribers look the same as traditional pay-TV subscribers, except they are slightly younger.

Big question #4: Are streaming pay-TV services replacing all the subscribers leaving traditional pay-TV?

Quick answer: No.  Since 2019, streaming pay-TV has only gained 24% of the subscriptions lost by traditional pay-TV.

Big question #5: What share of households subscribes to a traditional and streaming pay-TV service?

Quick answer: 5%

Why this matters: If accurate, roughly 6M pay-TV subscriptions would be duplicates.

Big question #6: Why would someone subscribe to both?

Reasons for subscribing to both streaming and traditional pay-TV, according to Kagan:

1) Better on-demand viewing – 27%

2) Multiple HH members can watch at the same time – 27%

3) Trying out something new – 25%

4) Watching on the go – 23%

5) Don’t want to connect multiple TVs to cable – 20%

Big question #7: Is time spent with cable declining at the same rate as subscribers?

Quick answer: No. Time spent is declining 2X as fast as subscribers.

The post State of the Screens: #329 (Cord-Cutting → 7 Big Questions) first appeared on TVA Media Group.

1. Understanding the California Market

California boasts one of the most diverse and dynamic markets globally, with businesses vying for attention in various industries. A successful ad agency in California, like Tva media group, understands the intricacies of this market. They conduct in-depth research to identify target audiences, their preferences, and the most effective advertising channels to reach them.

2. Leveraging Multi-Channel Advertising

TVA media group takes a comprehensive approach to advertising by leveraging multiple channels. From traditional TV and radio to digital platforms like social media and search engines, they create integrated campaigns to maximize reach and impact. By using a mix of channels, they ensure that their clients’ messages reach the right people at the right time.

3. Data-Driven Insights

In the digital age, data is a powerful tool for understanding audience behavior and measuring campaign success. Ad agencies like Tva media group use advanced analytics to gather valuable insights, allowing them to optimize campaigns and make data-driven decisions. By continuously monitoring and analyzing data, they can refine their strategies for better results.

4. Creative and Compelling Content

Compelling content lies at the heart of any fortunate advertising campaign. Ad agencies California, including Tva media group, excel in creating visually captivating and emotionally resonant content. Whether it’s a TV commercial, a social media post, or a banner ad, their creative team crafts content that leaves a lasting impression on the audience.

5. Targeted Advertising

Blanket marketing approaches are no longer effective. Successful ad agencies understand this and focus on targeted advertising. By tailoring messages to specific demographics, interests, and behaviors, they increase the relevance of the ads, leading to higher engagement and conversions.

6. Embracing Technology and Innovation

The digital landscape is constantly evolving, and top ad agencies stay ahead of the curve by embracing technology and innovation. Whether it’s using AI-powered ad platforms or exploring virtual reality experiences, agencies like Tva media group are at the forefront of leveraging cutting-edge tools to create impactful campaigns.

7. Measuring Performance and ROI

Beyond designing compelling campaigns, measuring the return on investment (ROI) and overall performance is crucial to driving success in advertising. Tracking key performance indicators (KPIs) and results analysis are priorities for advertising agencies like Tva Media Group. They are able to optimize campaigns for greater results because to this data-driven methodology.

8. Providing Exceptional Client Support

Collaboration and communication between the agency and its clients are vital for campaign success. Ad agencies at Tva media group build strong relationships with their clients, providing exceptional support and transparency throughout the process. This ensures that clients are always informed and involved in the advertising journey.

9. FAQ

Q: How lengthy does it take to see results from an advertising campaign?
A: The time it takes to see significant results from an advertising campaign can vary depending on factors such as the industry, target audience, and the chosen advertising channels. Generally, digital campaigns might show results faster than traditional ones due to real-time tracking and optimization.

Q: What sets Tva media group apart from other ad agencies in California?
A: Tva media group stands out through its data-driven approach, creative excellence, and commitment to client success. Their use of advanced analytics and innovative advertising techniques gives them a competitive edge in delivering exceptional results.

Q: Can Tva media group handle advertising campaigns for businesses outside of California?
A: Absolutely! While Tva media group specializes in the California market, they have experience and capabilities to run successful advertising campaigns for businesses across various regions and industries.

If you’re ready to take your business to new heights through effective advertising, Tva media group is your perfect partner. With their expertise in the California market and their innovative approach to advertising, they can help you achieve your goals and drive success. Visit their website today to learn more and get started on your journey to advertising success.

In conclusion, choosing the right ad agency is crucial for the success of any business’s advertising efforts. Ad agencies in California, particularly Tva media group, stand out with their data-driven insights, creative excellence, and multi-channel approach. By understanding the California market and embracing technology, they consistently deliver exceptional results for their clients. So, if you’re looking to make a mark in the competitive landscape, Tvamediagroup.com is the partner you can trust to drive your business towards success.

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With so many advertising channels out there, brands need to be mindful of when and where they advertise, with special consideration of the channels that not only have a high number of potential customers, but those that people trust. Turns out, consumers view TV as one of the most trustworthy advertising channels.

Nearly half (46%) of adults¹ said that they find television advertising the most trustworthy. Tied with TV was print ads—an interesting finding, considering that many formerly popular print assets (newspapers, magazines, etc.) have fallen out of favor in recent years. More surprising though, is the advertising channel that came in last on the list—only 19% of consumers reported that they trust ads that they see on social media.

Not only do adults deem TV the most trustworthy platform for advertisements, a majority of consumers believe TV ads are helpful. Fifty-five percent² of adults in the US reported that they find advertising on linear TV to be effective.

Gen Z Also Trusts TV Ads

While members of Generation Z are heavy social media users, they also view TV and print advertisements as most trustworthy. In fact, in line with adult consumers in general, 46%³ of Gen Z respondents said that they trust ads they see on TV. Conversely, 61% of this group reported that they don’t find social media ads trustworthy.

Advertisers should take advantage of the knowledge that adults in general and Gen Z in particular view TV ads as most trustworthy. While social media might capture the attention of many consumers, TV advertising may prove the best bet for actually driving conversions. While running ads on television hasn’t historically been attainable for all brands, the rise of Connected TV (CTV) has made it accessible for advertisers from a variety of sizes and industries.

All of this said, brands need to be mindful of audience targeting and how they’re messaging to various customer segments.

Consumers Have Mixed Feelings About Targeted Advertisements

For those who are interested in or already are advertising on television screens, targeted ads can be helpful in getting their brand’s message out to the right types of consumers. Via targeted advertising, brands can serve viewers with ads that are relevant to them, based on their household demographics and other behavioral factors. The technology around this type of advertising is a staple in many marketing strategies and has become very sophisticated—especially on CTV. CTV allows for extensive audience building and targeting, making the process of serving targeted ads to specific consumer segments precise and easy.

While targeted ads can support brands’ advertising efforts, consumers have mixed feelings about them. Twenty-eight percent⁴ of TV viewers said that they see targeted ads in a positive light. Some of the benefits of targeted ads identified by consumers⁵ are: access to promotional sales or incentives, discovering new brands and receiving personalized product recommendations.

On the other hand, when served incorrectly, targeted ads can lead to negative consumer feelings. For instance, 38% of adults find targeted ads “creepy”⁶. In addition, a recent survey found that nearly half (49%)⁷ of consumers say they’ve been incorrectly targeted by ads. Delivering targeted ads to the wrong person can cause major issues for advertisers—of the 49% of consumers who said they received incorrect ads, 42% immediately unsubscribed from the brand’s content. And, 24% went on to block the brand on social media.

Targeted advertising is a powerful tool for many brands, but it needs to be executed correctly in order to properly resonate with and instill trust in consumers.

Final Thoughts

Understanding that consumers trust TV advertisements more than those they see on other channels poses a huge opportunity for brands. CTV has made advertising on television screens widely accessible and advertisers should take advantage of the precise audience targeting it avails. However, brands need to be cognizant of who they’re targeting and ensure that their ad messaging will resonate and instill trust—reducing negative consumer feelings and the ultimate loss of business.

The post Consumers View TV as the Most Trustworthy Advertising Channel first appeared on TVA Media Group.

This article explores the key differences between patient-targeted advertising and retail consumer advertising, with a specific focus on one key demographic – Baby Boomers.

/// Healthcare Audiences

One of the main differences between retail and healthcare advertising campaigns is the audience. Traditional retail advertising casts a wide net, aiming to appeal to as wide a swath of the population as possible. The goal is to connect with anyone who might have an interest in the product or service being advertised.

Healthcare advertising, however, approaches this differently. It targets a narrowly defined group of individuals grappling with specific medical conditions. Take, for instance, the Baby Boomer generation. This group faces a higher incidence of chronic diseases than the generations before them. With higher rates of hypertension, high cholesterol, diabetes, and obesity, advertising campaigns must be tailored to address these prevalent health concerns.

In addition, campaigns should not only acknowledge these health challenges but also offer viable solutions. A deep understanding of the audience’s needs allows healthcare advertisers to craft messages that drive engagement and build trust among these patient communities.

Related: Audience Insights Report: Baby Boomers

/// Healthcare Messaging

Creative messaging is another way healthcare advertising diverges significantly from retail. Retail campaigns often center around highlighting the features, benefits, and promotions of a product or service. They are designed to entice consumers with eye-catching deals, cutting-edge technology, or the promise of an elevated lifestyle.

Healthcare advertising is about creating a meaningful connection. Healthcare messaging should emphasize education, information, and support related to specific medical conditions. The goal is to equip patients with knowledge and resources to manage their health effectively. The emphasis shouldn’t be on simply selling a product but offering genuine support and solutions to patient needs. The messaging must assure patients that their health and well-being is the ultimate priority.

The tone of the message is another essential aspect that requires careful consideration. While retail advertising often uses an upbeat, cheerful tone to appeal to aspirational values, healthcare advertising requires a more nuanced approach.  Healthcare messaging needs to be informative and reassuring, without being too clinical or insensitive. A tone of empathy and understanding is vital towards reflecting the emotional and physical impact of living with a medical condition.

Medical campaigns should approach their audiences with the utmost respect, consideration, and care. While the objective is to promote a product or service, it should never lose sight of the fact that these are real individuals facing real health challenges.

For example, an important reality for many Baby Boomers is the role of caregiving. This responsibility, often for an aging parent or a chronically ill family member, adds another layer of complexity to their lives that can escalate stress levels, strain mental health, and exacerbate their own health problems. Recognizing these additional challenges in advertising campaigns can help create more authentic, supportive messages. It’s about not just acknowledging the caregiving role, but offering reassurances that their efforts are seen, their challenges understood, and their needs are heard.

/// Healthcare Regulation

Last but certainly not least, healthcare advertising must navigate a robust framework of regulatory compliance. Medical advertising is governed by a comprehensive set of regulations from entities like the FDA and HIPAA, along with other state and federal laws. Compliance with these regulations is about more than just avoiding legal trouble—it’s a crucial step in building trust with the audience.

The U.S. Food and Drug Administration (FDA), for example, oversees the advertising and promotion of prescription drugs, over-the-counter medications, and medical devices. The rules enforced by the FDA are designed to prevent misleading claims, ensure that side effects and risks are adequately disclosed, and maintain a balance of information regarding a product’s benefits and potential hazards. This ensures that the advertising remains truthful, balanced, and not misleading, allowing the audience to make informed decisions about their healthcare.

The Health Insurance Portability and Accountability Act (HIPAA) also plays a significant role in healthcare advertising. One of the key mandates of HIPAA is to protect patients’ privacy. It stipulates that healthcare providers and organizations must ensure the confidentiality of patients’ personal health information. This comes into play in advertising, where campaigns must be crafted so as not to reveal sensitive patient information, either directly or indirectly.

State and federal laws also contribute to the regulatory framework. While the specific regulations may vary, the overall purpose remains the same: to ensure the protection and welfare of patients. Laws can govern everything from how diseases and treatments can be discussed, to what claims can be made about a product, to how patient testimonials can be used.

Adherence to these regulations is a critical element in fostering trust between healthcare providers and patients. When healthcare providers and advertisers adhere to these standards, they demonstrate their commitment to ethical practices and patient safety. They show respect for the trust patients place in them, reinforcing the idea that they prioritize patients’ wellbeing over all else.

/// Conclusion

Patient-targeted advertising requires a distinct, nuanced approach. This approach needs to acknowledge the unique health issues of the target audience, empathize with their experiences, and stay on top of the constantly evolving regulatory landscape.

In the end, it’s about recognizing the fact that advertising in the healthcare field is more than just a business transaction. It’s a commitment to contributing positively to the health journeys of the target audience. Moreover, it’s about recognizing their unique challenges, understanding their concerns, and providing solutions that can help improve their quality of life.

With these considerations in mind, patient-targeted advertising can effectively engage with the healthcare community, fostering genuine connections and making a meaningful difference in people’s lives. By putting patients’ needs front and center, healthcare advertising can indeed be a powerful tool for both communication and care.

The post The Art of Patient-Targeted Advertising in Healthcare first appeared on TVA Media Group.

Welcome to the latest edition of State of the Screens.

1. The average American spends 12% of their entire life watching TV

Seven big questions re: How we watch TV:

1) How much of our life do we spend watching TV?

2) Which state watches the most TV?

3) What share of the population watches TV daily?

4) Is broadcast/cable gaining ground on streaming?

5) Which streaming apps account for the highest share of total TV?

6) Which streaming apps reach the largest population share?

7) What share of households have a connected TV?

Big question #1: How much of our life do we spend watching TV?

Quick answer: 12%

Big question #2: Which state watches the most TV?

Quick answer: West Virginia w/ 3h 58m per day.

Top 5 states ranked by daily time spent watching TV according to the U.S. Bureau of Labor Statistics:

1) West Virginia – 3h 58m

2) Alabama – 3h 39m

3) Rhode Island – 3h 30m

4) Arkansas – 3h 25m

5) Delaware – 3h 24m

Bottom 5 states ranked by daily time spent watching TV according to the U.S. Bureau of Labor Statistics:
1) Alaska – 1h 34m
2) Utah – 2h 0m
3) New Mexico – 2h 17m
4) District of Columbia – 2h 20m
5) Washington – 2h 22m

Big question #3: What share of the population watches TV daily?

Quick answer: 80%

Big question #4: Is broadcast/cable gaining ground on streaming?

Quick answer: No.  Time spent with linear TV declined 10% YoY.

Share of total TV time according to Nielsen:
1) Streaming – 34%
2) Cable – 32%
3) Broadcast – 23%
4) Other – 12%

Big question #5: Which streaming apps account for the highest share of total TV?

Share of total TV time (streaming only):
1) YouTube – 8%
2) Netflix – 7%
3) Hulu – 3%
4) Amazon Prime – 3%
5) Disney+ – 2%
6) HBO Max – 1%
7) Peacock – 1%
8) Tubi – 1%
9) PlutoTV – 1%
10) Other – 7%

Big question #6: Which streaming apps reach the largest population share?

Household reach by streaming app according to TVision:
1) Netflix – 61%
2) YouTube – 55%
3) Hulu – 49%
4) Amazon – 49%
5) Disney+ – 37%

Why this matters: You can’t spend time (Big question #5) with an app you don’t subscribe to and/or have access to. This chart is a leading indicator. For example, Paramount+ will not rival Netflix for time spent when it has roughly 1/3 of the subscriber base.

Big question #7: What share of households have a connected TV?

Quick answer: 77%

The post State of the Screens: #317 (How We Watch TV → 7 Big Questions) first appeared on TVA Media Group.

As an entrepreneur, I understand the impulse to reduce marketing spending during an economic downturn. I did exactly that during the 2008 recession and have learned from my past missteps. Now I’m investing more than ever in marketing because I know this strategy will result in long-term gains for my business. Here are three reasons why you should market more, not less, in a recession.

Your business will shrink in line with your customers.

We are in the midst of a global crisis unlike any we’ve experienced before. We don’t yet know how long the recession will last or how damaging it will be, but we must be prepared for a long recovery. A forecast from the International Monetary Fund predicts a nearly 5% contraction in global GDP this year, with projections for the U.S. (8%), Europe and the UK (10.2%) higher than the average.

You can expect your business to shrink as your industry marketplace contracts. You will likely lose some of your current customers, which means you need to step up your marketing to attract new customers. Use this time to build relationships and trust with your new customer base. When the market eventually recovers and we re-enter a period of expansion, you will be well-positioned to grow with their businesses. Not only will you be able to reclaim the market share you lost, you’ll be able to increase it.

Figuring out what works for your business will multiply your success.

Marketing isn’t magic; it’s math. Before you spend more on marketing, take the time to understand what platforms and strategies are valuable for your business. Analyze data from past campaigns and look for insights that can guide your efforts in the future. Is there a standout example you can learn from – for example, a course that sold out with Facebook ads or a YouTube video series that led to a spike in subscriptions? Have you experimented with different marketing approaches, giving each one enough time and variation to decide if it’s effective? When you find a strategy that works, do more of it.

It’s also important to remember that customer behavior is changing rapidly. In just a few short months, the crisis has accelerated the digitization of how we work, play, shop and connect. According to data from Mastercard SpendingPulse, which analyzes reports on retail sales across all payment types in select global markets, e-commerce sales in the U.S. doubled in one year, increasing from 11% of all retail sales in April/May 2019 to 22% in April/May 2020. In the UK, e-commerce sales reached an all-time high – 33% of total retail sales.

Many of these digital shifts will lead to permanent changes. In a recession, some industries will die as other opportunities emerge. Pay attention to trends so you can continue to spend your marketing budget wisely.

Now is your greatest opportunity to be visible at a reasonable investment.

At the height of an economic expansion, everybody is marketing. Costs go through the roof, and you have to fight for people’s attention in a crowded marketplace. In a recession, however, marketing space becomes plentiful and affordable as competition plummets. Many companies are cutting back on marketing, so you can spend far less to reach more people with your message.

During a recession, the economy doesn’t grind to a halt. People are still spending money; you just need to give them good reasons to spend it with you. Take advantage of this opportunity to spend on marketing that boosts your visibility, builds on past successes and helps you grow with your customers as the economy rebounds.

The post Why You Need To Market More In A Recession first appeared on TVA Media Group.