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At TV Advertising Agency we understand it is vital to deliver a qualified return on investment from your media. Apart from the impressive ROI that TV delivers, advances in TV analysis permit optimisation on a more nuanced level than before. The ability to continuously monitor and adjust a TV campaign puts impressive results within reach.
Pragmatic analysis strictly underpins our planning. We have built our reputation on developing cost-efficient TV campaigns which grow through continued optimisation. We implement the same rigorous process for all clients, no matter what size, by planning and analysing on a line-by-line basis. The up most attention is paid to every spot that you invest in.
Targeting is more than channel selection. Each spot needs to be paying for itself. We have two automated systems in addition to which our team have an average of 15 years experience optimising TV plans to give the best returns in the market.
If you would like more information on how to ensure that your TV spends are giving the returns you need then please call our team on 0207 3890876 or fill in the contact form.
There are two main types of targeting within linear TV:
One of the noticeable benefits of linear TV Advertising when buying a specific audience is the added value – other audiences outside of your desired will also be exposed to your advert for no additional cost. The wider demographic will often still be interested in your product.
BVOD is now a mass medium, with millions of highly engaged viewers watching their choice of programmes exactly when it suits them, resulting in a high level of ad effectiveness.
The use of first-party data results in your desired audience being specifically targeted. ITV, for example, holds data from its 32 million registered internet users of ITV Hub. BVOD can also be used to complement your linear ad campaign with incremental reach. Additionally, All 4 (Channel 4) have over 24 million registered users who can be targeted through demographic targeting, interest-based targeting and contextual advertising. In terms of Sky Media VoD products, these platforms reach 49% of the UK adult population in a month, the average On Demand user watches 24 minutes per day!
Sky AdSmart is an advanced way of being able to target viewers within specific households when watching broadcast TV. Sky’s technology replaces the broadcast advert with a specific advertisement within the homes that have been targeted. This type of targeted advertising uses behavioral targeting to create customized ads through monitoring your online behavior via search queries and understanding a person’s browsing habits. Using this customer data and combining this with geographic location create more effective ads based on a person’s interests. Perfect for local businesses to use TV advertising effectively.
Sky AdSmart allows you to pick your ideal audience from a number of different segments so you can be sure only the right households are seeing your ad. These segments are made up of regionality and audience attributes from Experian mosaic data. In terms of regionality, brands may target specific postcodes, metropolitan areas, or a local authority, to name a few. Brands are also able to choose specific attribute combinations from the Experian mosaic data to reach their desired audience, these include affluence, beauty, expectant families, and senior decision makers etc. There are up to 90 different mosaic profiles to choose from.
It is possible to buy AdSmart campaigns across the majority of channels sold by Sky (which includes Channel 5, Discovery, Paramount, and of course the Sky owned channels).
We utilise the value of the latest research software such as Nielsen, Mosaic and DDS. From these reports we gain insight into which channels your competitors have advertised on, the day parts, weekdays, programming, trends and seasonal patterns. We also supply estimated competitor spends whilst identifying the reach and frequency of activity.
We can create a proposal that is in line with reaching your target audience whilst ensuring the most cost-efficient strategy possible. We plan by analysing the research collated on sector and competitor spends, in addition to any internal data you provide. Our proposal will outline a variety of factors best suiting your brand and objectives, these include, the most efficient channels and recommended budgets for each, the optimum buying audience, advert length and dayparts. We would also include the proposed reach and frequency figures for your campaign, and the predicted number of spots and TVRs achievable with the proposed budget.
BARB overnight data is collated for initial guidance on returns, followed by final consolidated figures 10 days after your spots go out. We continuously check that your spots are being delivered as per the schedule, updating you when or if they change. BARB data allows for complete transparency when demonstrating how each spot performed in terms of TVRs and impacts.
Using a combination of off-the-shelf and purchased analytical systems, we track not only the delivery of the airtime, but responses via call log or web traffic. This provides tangible evidence, optimising the spots which respond best to your KPI’s. We can identify various tracking metrics most suited to your brand, these could include:
TV Advertising Agency
511 Mappin House
4 Winsley Street
London, W1W 8HF