TV Ads

Optimize your offline marketing online: lessons from Planet Fitness

“So, what do you do for a living?”

“I lift things up and put them down.”

If that exchange isn’t ringing a bell, perhaps Planet Fitness’s commercial catchphrases will: “Not his planet, yours.” “No Gymtimidation, no lunks.” “We’re not a gym, we’re planet fitness.” “Lunk alarm.”

These catchphrases are all part of a $10-12m offline marketing campaign by Planet Fitness, the fastest-growing gym in America. 

The TV ads are funny and focused, they have real viral star quality. They’re aimed at the pain points of inactive people, who tend to feel insecure or annoyed by showiness at the gym.

They’re aimed at people who have been uncomfortable at gyms and thought, “This just isn’t for me.”

So far so good on the marketing front. The ads are memorable, targeted and appealing. Unfortunately, when you follow the campaign online, the wheels start to come off.

Good digital video ads aren’t just TV spots on different devices

Brands invest a lot into creating TV ads so it’s not surprising that marketers want to get as much value as possible out of the content they’ve created by using them in digital advertising campaigns.

However, marketers are often repurposing and using TV ads online in pre-roll or mid-roll spots. The ads launch automatically without the device user having any choice in the matter and the TV ads are generally out of context with the content around the ads.  

Anyone watching on-demand TV content knows that this is a frustrating ad experience, and it’s even more of an intrusion on the smaller screens of tablets and smartphones.

A study from our R&D department shows that eight out of ten people are annoyed by ads which self-initiate on their handheld devices.

Consumers’ acceptance for interruptions on their digital devices is far lower than on TV, and the ad is considered a significant intrusion to their content consumption.

Four best practices from Kia’s latest TV ad

The latest TV campaign for Kia represents (as far as I know) a new tactic for the automotive industry: using online reviews in TV ads. 

The ad encourages viewers to head online and check out the positive reviews for its models, and is an innovative tactic, for the automotive industry at least. 

Kia’s ad contains several commendable aspects, including strong calls to action, and an impressive mobile landing page… 

TV still most effective ad channel for driving web traffic, says Deloitte

Television is still the most effective advertising channel in driving traffic to websites, according to a new survey by Deloitte.

The sixth annual ‘State of the Media Democracy’ report, based on responses from 2,276 UK consumers aged between 14 and 75 years old, found that 64% of respondents had visited a website after seeing an advert on TV.

61% said they visited a website after seeing a magazine ad, 59% said a newspaper ad drove them online, while only 12% of respondents said a mobile app advert had prompted them to visit a brand’s site.

How can marketers use TV ads to drive people online?

In a multichannel environment, brands and marketers need to think carefully about how customers will respond to offline advertising. 

If people see a product or service they like, will they open up their laptops and type the URL used on the ad into a search engine? Will they search for the brand online instead? Or will they use the smartphone in their pocket?