Radio and broadcast television still have value in reaching consumers, especially when paired with search engine marketing. I can think of several successful campaigns combining TV and search, such as Geico, Whirlpool and Maytag, and Dish Networks. These brands continue to create some of my favorites.
When it comes to combining television and search advertising, timing is everything. When running paid-search advertisements along with television or radio, consider these time slots.
A report from Nielsen, released Monday, analyzes how the ways that people consume media changes throughout the day. Marketers should consider the timing when running search advertisements, especially when crossing media into TV and/or radio during the same time.
During the weekdays, radio use spikes between 6 a.m. and 6 p.m. local time, with a 40% device share during the heaviest usage hour at 7 a.m. -- surpassing even television. Between 6 p.m. and 6 a.m., television accounts for at least 50% of all media use, peaking at 9:00 p.m. when it makes up almost two-thirds of the total audience.
Nielsen says it's not just traditional television and radio that see hourly trends. TV-connected devices -- game consoles or devices like Roku or Apple TV -- increase their share of audiences into the late evening.
Video use on PCs, smartphones and tablets rose nearly 20% year-over-year among adults, and the greatest increase in digital video usage has been during the overnight and early morning hours, when the convenience of grabbing a smartphone overpowers the thought of reaching for a remote. The smartphone is the first thing I reach for in the morning, and sometimes it's to watch local news on the phone.
Nielsen's numbers agree. Between 5 AM a.m. and 8 a.m., video viewing rose 38% in the past year. The 9 p.m. hour has shown the greatest growth in digital platform use, with an increase of 700,000 adults using a digital platform in May 2015 compared with the year-ago month.