TV: TIME FOR A NEW LOOK AT THIS POWERFUL MEDIUM
10 ways to get the best from TV!
By Andy Sloan, CEO, All Response Media
1 2 3
4
Listen first, look second! TV is primarily an audio medium with a supporting visual cast. It is most likely that your TV advertisement will need to compete for attention with a newspaper, or Facebook, or the ironing, or the kids
fighting each other etc.. Audio is the key to achieving the required engagement. Te visual will support that audio and aid direction of what you want viewers to do next. Don’t believe me? Try watching some TV ads with the sound turned off. Ten try listening only to some TV ads.
No one likes a tease! Be clear about the message you are delivering from the outset. Clever intriguing puzzles do not engage the viewer, but they do turn them off. Appeal to the rational rather than the emotional. Tis means that
your TV spots must convey information in a useful and uncomplicated way. Tere are some good studies that show that successful emotional ads have the greatest long-term rewards, but these studies tend to focus on brand campaigns. Tere are far more examples of DRTV spots that tried to be emotionally engaging and completely forgot to sell something.
If it barks once, it’s a dog! TV spots should work from the outset. Tey do not need a critical frequency of viewing before a magic switch is moved from “off” to “on” and viewers start responding. A TV spot should harvest
the lowest hanging fruit on the first viewing. Tis is incredibly important because it means that you can test TV on relatively small media budgets. If anyone tells you otherwise, bark back. Frequency is a benefit of success, not the key to it.
Immediacy is King! TV is usually consumed in the home environment and in very close proximity to the means of response and usually with the consumer having time to respond. Seize that moment. A deferred response is
(invariably) a lost response.
5 6
7 8
Test first, and second! Tere may occasionally be sound business reasons for “going big” on TV: A land grab in a new category for example. But mostly there
isn’t and TV campaigns should be evolved and optimised with budgets growing as confidence in the metrics increases.
Numbers don’t lie! Make empirical decisions not emotional decisions. Ensure you know what numbers you are measuring success on. Ensure that you can collect
them and process them. Ten optimise to them.
DRTV is a science! It can be measured at the spot level. And it can be optimised at the spot level to produce results at the aggregated level. But in a connected world TV drives
a lot of data and there are a lot of levers that can be pulled. Ensure that you are in a position to process this data before you start the campaign. And ensure that you have the flexibility to pull the levers once the campaign is running.
It’s not about you! You don’t watch commercial TV at breakfast time but listen to Radio 4 instead. You work all day and never watch TV during the day. You watch
most of your TV on an iPad and never see the ads and when you do watch the TV you time-shift it and fast forward the ads. And you have never responded to junk mail, or loose inserts just like 100% of the rest of the population! Don’t allow your own TV habits, real or perceived, to influence your media choices. Instead follow the numbers.
9
Trust in your own numbers! TV in the UK is traded on BARB data, a panel of up to
10,000 adult viewers. Tey are never all watching TV simultaneously. For most of the hundreds of TV channels being broadcast there is insufficient data to give accurate and “fair” spot costs. Terein lies an opportunity. Use your own response numbers to exploit the considerable market imperfections this trading mechanism leads to.
10
21
Awareness is fleeting, experience is enduring! TV should drive engagement and experience. TV increasingly relies on multiple response channels from phone to key-word search to retail visit, but the awareness will degrade very rapidly without the reinforcement of experience. Te brand effect of TV should therefore not be discounted in the way that the icing on the cake should not be discarded. But don’t confuse the icing for the cake.
Direct Commerce |
www.directcommercemagazine.com
FEATURE
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32