3 Rules of Thumb for Scaling with TV advertising
TV advertising can be a tremendous growth engine for e-commerce and digital companies, and it can be a powerful tool for taking your brand to the next level or for realizing internationalization plans. If you decide that TV advertising is for you, we encourage you to follow these rules of thumb for a greater chance of success.
Rule 1: Measure, optimize, measure, and optimize some more
Don’t believe the consider-it-done messaging of sales houses. TV advertising does not work by itself. You have to optimize constantly. There’s so much you can measure – not only how many people you reach, but also what’s happening on your website and what kind of customers are coming in through the TV channels. You can optimize based on demographics and see who is on your portal and who isn’t. Let the data work in your favor!
Rule 2: Be aggressive in terms of pricing
Yes, TV is all about volume, but TV stations also understand the needs of performance-based TV advertisers. Agencies like Leverate Media help you to find the sweet spot, helping you to use the possibilities that these kinds of companies offer you. This does not always mean that you have to go into cheap remnant inventory. Sometimes it’s better to spend premium money on certain formats, but as in every media category, it’s important to have the right partners to help you get great prices.
Rule 3: Go for performance
Use the short time available to get your production to your audience. In order to be successful, you need to communicate clearly; you have to show your product and your web page. You do not have to push like this – but there is a reason why media guys are always fighting with the creative guys doing the shooting. We want a clear message to come across. Aesthetics might win you an award, but it won’t win you market shares. Make sure your value proposition speaks clearly and loudly to the consumer.
This blog post is an adapted version of an article that featured in Leverate Media’s company magazine ‘Leverate ONE‘.