There was a time not so long ago where advertisers chomped at the bit to get their advertisements shown on television in prime time on weekday evenings. Prime time, which is generally considered to be between 8 and 11 p.m. eastern/pacific time, has traditionally drawn the highest number of viewers, so advertisers new that that time slot was veritable gold for getting brand exposure.
While getting an ad to air in prime time is still definitely a coup for brands, it’s no longer the end-all be-all of advertising. The huge rise of online media has thrown some twists into the advertising game. Now, it’s not so much about how you advertise in prime time as it is how you advertise in real time.
Consider how quickly people take to social media to discuss an episode of their favorite TV show. Think about just how many people “live tweet” their reactions to sports games or other broadcasts. Remember how much that Ellen Degeneres-led selfie exploded at the 2014 Oscars, racking up a couple million retweets in barely any time at all? We’re living in an age where instant reactions are easier to share and find than ever before.
Additionally, because people are likely to continue to discuss TV shows or prime time sports games online for an hour or more after they air, this means that the length of prime time is being stretched as well, in the sense that viewers are staying focused on the program they just watched to discuss it with their friends online.
Basically, what all of this means is that there’s a reason we’ve seen a lot of brands shift some of their television ad spending to digital media — it’s because they realize that real-time advertising and social networking online is becoming extremely powerful. When you can contribute something in the moment related to a big discussion taking place among your target audience, it’s significantly more likely to get shared.
Keep this in mind as you devise your social media marketing campaigns. The next time there’s a big discussion taking place on social media that somehow relates to your brand, jump in the conversation and take advantage of the excitement.
About Spin Creative
Spin Creative is a creative agency specializing in brand storytelling to engage, inspire and activate audiences. We design each project to engage viewers, increase audience reach and ultimately help power the success of a campaign, idea or brand.
If you need high impact advertising, digital and social brand storytelling to propel audience engagement, shoot us an email at firstname.lastname@example.org or call us at 206.686.6278 (Seattle) or 415.767.3645 (San Francisco). Our offices are in Seattle and San Francisco but we travel all over the world for our clients.