How to Leverage Data for TV Advertising Success, Part 2
A successful TV campaign does not run itself. Even for small test budgets, a thorough data analysis at the campaign planning stage, during the time the campaign is on air and when measuring the campaign’s performance ex-post can make all the difference between success and failure, brand establishment, sales increase and ROI optimisation.
In this two-part blog post, we present six ideas about how the carefully planned and strategic use of analytical data can significantly increase the performance of your TV campaign. Read part 1 here.
Set media goals
Translate your business objectives into media KPIs. Ask yourself: “How much ad pressure, i.e. how many GRPs, do I need per week/flight/month, in order to be noticed by my potential customers? What is the ideal number of OTS that makes me and my products stay top of mind until consumers reach the point of sale? When do I achieve the best balance between multiple contacts and net reach build?” Using our detailed media planning and forecasting, Leverate can answer all of these questions and many more. Only if you set clear targets before starting your campaign, can you measure its success and continuously optimise it along the way.
Optimize, Optimize, Optimize…
The performance of a TV campaign has to be continuously analysed and optimized. Our approach at Leverate is a combination of 1) classic TV media KPIs (GRPs, net reach, CPM, etc.) and 2) sales performance KPIs (visits, response rate, cost per purchase, etc). Many new e-commerce clients initially focus on the number of generated leads (purchases, registrations, etc.) and their costs as the decisive KPIs for measuring their campaign results. However, long-term success and lasting brand awareness can only be achieved by also optimising according to classic media KPIs, such as net reach and CpM.
At Leverate, optimising means obtaining the most recent data both for TV and for online performance on a daily basis. Our tools enable us to determine precisely which channels, which day parts and which days of the week have worked best for our clients and which segments should be avoided in the future. Even within a given combination of channels and day parts, performance can vary substantially, e.g. depending on the day of the week. Also, even the most cost-efficient channel is bound to be saturated at some point and will no longer generate additional leads anymore. In such a case, the daily data in our analytical set-up would tell us precisely when to ‘turn off’ that channel. We always optimise according to the priorities of our clients (e.g. achieving the most efficient cost per visit) and at the same time try to maintain the balance between efficiency-driven KPIs and branding-focused KPIs.
Based on the data from our analyses, we optimise your channel-daypart-mix on a daily basis and shift TV budgets to those segments which work best for you. Furthermore, we can evaluate the performance of individual creatives and instruct TV stations to either switch creatives or change their distribution. As an addition to the data gathered from the performance tracking tools, we recommend the integration of a short survey into your ‘thank you’-page that is displayed after a successful conversion. That way, you can better determine the origin of the converted user.
After the flight is before the flight.
Data analysis does not end when the last ad has been aired. A thorough ex-post evaluation of all relevant media KPIs lays the foundation for a successful follow-up campaign.
Particularly after a small test campaign, the ex-post evaluation determines the strategy for the big main flight. All KPIs should be benchmarked against the media goals that were set during the planning process. Which of those goals have been reached? Is there still potential for optimisation? Which point in the channel-daypart-mix can generate higher efficiency or higher reach in the follow-up campaign? Furthermore, we would advise you to track online performance for at least seven days after the end of the TV flight for two reasons. First, depending on the product, conversions can take place with some delay and, second, you can check whether you have succeeded in building up lasting brand awareness beyond the TV flight.
Go back and read part 1 of this blog post.
This blog post is an adapted version of an article that featured in Leverate Media’s company magazine ‘Leverate ONE‘.