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If you’ve been reluctant to get your franchise operations onto connected devices, 2024 is the year to start. We give you the lowdown on why CTV advertising is perfect for franchise businesses.
Franchisors and franchisees alike know that the key to a thriving business is an effective marketing strategy — one that takes advantage of every opportunity. Canny franchisees will spring for window ads, newspaper circulars, maybe even a high schooler twirling a sign at the edge of the parking lot. Every bit of exposure matters, and that’s why the next big thing in franchise marketing is Connected TV (CTV) advertising.
Table of Contents
If you’ve been reluctant to get your franchise operations onto connected devices, 2024 is the year to start. We give you the lowdown on why CTV advertising is perfect for franchise businesses.
Franchisors and franchisees alike know that the key to a thriving business is an effective marketing strategy — one that takes advantage of every opportunity. Canny franchisees will spring for window ads, newspaper circulars, maybe even a high schooler twirling a sign at the edge of the parking lot. Every bit of exposure matters, and that’s why the next big thing in franchise marketing is Connected TV (CTV) advertising.
Advertising on TV is something that franchisees may have felt locked out of, with the whole process seemingly too difficult and expensive to pull off. Thankfully, CTV has become the great equalizer, allowing brands of all sizes to get their messaging out on screens of all sizes, from the small displays on gas pumps to live ads during the Super Bowl. In this blog, we’ll explain how CTV advertising works — and how to get your franchise brand on-screen.
Ready to get started with CTV advertising? Check out BalihooTV today!
What is CTV?
Unlike the “idiot box” of previous generations, modern Connected TVs are smart devices more on-par with a computer than a monitor. These CTVs have proliferated all around the world, affording multiple unique methods of advertising for brands in the know. Streaming apps can serve up ads during regular commercial breaks like the linear TV ads of yesteryear, though now with more interactive features and better results tracking.
Additionally, these CTV devices have taken the place of static display ads everywhere else: so-called Digital-Out-Of-Home (DOOH) advertising, these ads run on screens in bars, doctor’s offices, billboards, gas stations, and more. Together, these screens represent unprecedented reach for brands trying to find their audiences wherever they are.
Why is CTV Advertising Important?
Over the past decade, CTV advertising has become an ever-growing segment, with more and more viewers spending their time on a variety of streaming apps, connected devices, and other non-traditional content. Whether it’s an office worker streaming the NCAA Tournament on a second screen while they work, or a college student watching Netflix on their TV while they also stream content on their phones, streaming content is the Next Big Thing in entertainment.
But more than that, many viewers have opted to become so-called “cord cutters,” meaning they’ve eliminated their traditional cable package entirely in favor of the content they can stream via the internet. In cases like that, it won’t simply be difficult to reach your audience via traditional linear tv advertising, it’ll be impossible.
This trend has continued: increasing numbers of viewers are abandoning traditional broadcast television year over year, with the coming year expected to follow the same growth pattern. Your marketing strategy needs to include CTV and DOOH if you’re going to stay ahead of the curve.
How Do CTV Ads Work With Multi-Location Marketing?
Short answer: they work very well.
Longer answer: unlike the old days of linear TV, where you’d have to spend a pretty penny to put out an ad across a large coverage area, CTV advertising allows you to choose your audience. You can target for specific geographic areas, viewing demographics, time of day, and more, utilizing the sort of first-party data that will continue to be viable after the deprecation of third-party tracking cookies. With added interactive features like QR codes and call-tracking numbers, conversions can be tracked directly back to the source, giving you more information for the next round of optimizations. The overall effect means you’re paying less money for more-qualified audiences — which is great news for franchisees, who need hyperlocal targeting and to make every penny count.
Utilizing a platform like BalihooTV allows you to launch a tailored ad campaign at scale, adjusting things like ad copy and location information to your target audience. This ensures that the overall ad is a brand-safe creative with corporate-approved copy, but dynamically inserting a local call-to-action.
Additionally, Digital-Out-Of-Home provides additional opportunities to target relevant business. A chain of tire-and-auto stores can advertise at gas stations, or a pet grooming franchise can advertise in the waiting rooms of veterinarians. One would be hard-pressed to find more precise audience targeting anywhere, and the rates are surprisingly efficient.
With these tools, franchisees can pool resources to launch awareness campaigns, driving increased foot traffic to brick-and-mortar locations, lower the ad costs associated with landing qualified leads or booking appointments, or increase their sales at a fraction of the cost of linear TV advertising.
How Do I Advertise My Franchise On CTV?
If it all sounds complicated, it’s really not: help is available, which is another reason advertising on CTV is the perfect match for a franchise operation. While advertising on traditional broadcast TV puts a lot of pressure on franchisees, with CTV advertising the franchisor/brand can provide the broad strokes of the content, while the franchisees can focus on the budget and targeting. CTV ads also needn’t be slickly-produced 30-second movies; Compelling 15-or-30 second video spots with clear calls to action can be produced very cost-effectively, with the franchisee-level personalization added dynamically. One 30-second spot can become 50 highly effective local CTV ads at the push of a button.
With services like Balihoo, all you have to do is drop off your ads, choose your audience, and let us handle things from there.
Final Thoughts
CTV advertising is the next big thing in franchise marketing — because, simply put, CTV and DOOH advertising channels are a match made in heaven. The enhanced tracking and targeting features of CTV advertising pair perfectly with the hyperlocal needs of multi-location franchises, allowing you to spend your ad dollars judiciously and only targeting your intended customer base. This means that video and TV ads can generate positive ROI like never before.
So get started today! Reach out to Balihoo and get a free, no-strings-attached analysis of your business’s needs, and we can start talking about how to reach your goals. We have a 100% transparency guarantee when it comes to your media budgets, and a roster of happy clients to our name.
It all starts here.
