And so the debate goes on….
Stories about TV advertising vs. online advertising always seem to catch my eye – as previous posts such as Its a generation thing and They call me mellow yellow will demonstrate – so it was with interest that I read the recent news story on NMA discussing Toys ‘R’ Us’s planned return to TV adverts.
Toys ‘R’ Us is running a social media campaign to promote the return of its TV ad character Geoffrey the Giraffe, launching both a presence for the character on Facebook and uploading older versions of the advert onto YouTube. However all this social media activity is merely part of a plan to build engagement online ahead of the TV launch this week. So is TV is the real star of the show?
Nowadays a brand running a social media campaign to advertise itself is nothing out of the ordinary but I did think it was interested that the company plan to relaunch the TV adverts. This decision comes as many other brands are pulling their TV advertising budgets and putting everything online.
I have not seen a Toys ‘R’ Us advert on TV for what seems like an absolute age though the fact that I am now having severe difficulties getting the ‘It’s a magical place..’ jingle out of my head surely shows how successful the adverts were for building recognition around the brand.
So what do we think is more effective? Is Toys ‘R’ Us just bucking the trend to dismiss TV advertising or is this part of a TV advertising revival?! The below stories suggest a bit of a trend developing…
Raleigh returns to TV advertising after 12 years
After Eight ads back on TV … after eight years
Telegraph to launch first international TV ad campaign
Tags: advertising, NMA, social media, Toys 'R' Us, TV
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Comments (2)
November 18th, 2009 at 5:29 pm Posted by William Heald
I think people should lead with TV and then do social media and online advertising around it. Like you say the Toys R Us adverts were so well known and for me they represented the brand. TV advertising should be the headline if companies can afford the slots as a great ad can become a hit in its own right, then you can build online from this base.
November 18th, 2009 at 5:44 pm Posted by Hugh McKinney
Are they advertsing on TV again because the TV companies are suffernig from such a downturn on advertising revenue that there are some very good deals around.
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