When your brand shows an ad, especially on TV, the viewer of your ad has their phone in their hand or their phone is at arm’s length.
This is the environment your ad enters. And it’s not going to change. This is the new opportunity for TV ads-direct response to your ad and not the hope that “well, if they really want to buy what’s in our ad, they’ll come in to the store closest to their home.”
In reality the person viewing your brand’s TV ad is ready to take action on anything, be it your ad or something else because their phone in their hand. The mobile phone is the ULTIMATE instant gratification device.
So let’s say your ad has a great price on an item. I recall Patti LaBelle selling sweet potato pies in Walmart ads in the lead up to Thanksgiving 2016. And when I saw the ads, I was not able to order one via my phone in the micro moment of inspiration formed by seeing the Walmart ad.
Instead, Walmart is I guess, exciting me about going to their store. But will I really go to the store just to get a $3.98 sweet potato pie? Nope. Maybe their intent is for me to remember to shop later at Walmart and grab the pie then. Will I remember? Probably not.
Granted, I can’t recall if Walmart presented the pie offer conspicuously in their app but if they did, the TV ad with Ms. LaBelle should have called that out and there wasn’t a reference to their app in the TV ad for the pies that I recall.
Much of what happens in TV ads today presumes a lot about the behavior from a viewer.
Brands presume that:
-I’ll search for you
-I’ll remember to go to your store
-I’ll make sure I add the item featured to my list
Much of this is simply hope. Millions of dollars on TV ads spent on hope and yet the vast majority of TV ads simply have no easy, fast and direct way to take action at the time of the ad with the phone in my hand.
TV ads need mobile call-to-action with an easy way to use the phone in my hand for instant gratification.
Or you can hope that maybe I remember to go to your store later. Or maybe I won’t but whatever I do, my phone is in my hand while I view your ad on my TV.
Dale Knoop leads a great team working to make TRE the global standard for micro-moment brand engagement. Using a simple numeric code any brand can present their TRE code in TV, video, video games or their product packaging and take their customers and brand fans to exactly what they want, exactly when they want it. No searching through results, no foraging around your website-just customer pleasing instant gratification. Oh yeah, and there’s real-time attribution and an ongoing brand immersion. Watch the TRE video on YouTube here.