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TV is very often the favoured medium for advertisers looking to increase demand and deliver substantial growth beyond investment into online channels. However, for newcomers to TV, this prospect may seem daunting. Our Media Strategist, Andrew Armstrong, outlines the key considerations when taking the plunge.

According to a survey by Thinkbox, many first-time advertisers view investing in TV as a “leap of faith” compared to the more measurable returns of online channels. While there is no magic solution to overcoming these feelings, it is crucial to realise the proven effectiveness of TV and video advertising in driving and transforming business growth.

The key is effective planning.

Set clear objectives and evaluation strategies.

Consider both short-term and long-term Key Performance Indicators (KPIs) and recognise there are very different measures of success for TV compared to online channels. Web-attribution solutions to measure short-term performance and brand tracking to measure the impact on brand growth are typically the two key tactics to understand the effectiveness of TV. However, there are additional effective solutions in the market for specific sectors such as retail and FMCG, which can link online and in-store sales to exposure of the ads at the household level.

Ensure your business operations can cope with a sudden surge in demand

The delivery side of your business needs to be aligned and ready for a sudden increase in demand.  This includes increased capacity with call centres, stock levels, supply chain efficiency, optimal user experience on web and apps, and aligning communication across departments to streamline the customer conversion path.

Integrate your brand and media strategy

A common oversight with first-time advertisers is to produce a low-cost TV advert that has little or no synergy with the brand or creatives used on other media channels.  This process requires more time, and in most cases more investment, however, the ROI on media and creative investment in the long term will be worth the extra effort.

Clear and cohesive creative and production strategy

Budget for both the creative and media costs. Understanding the cost of producing an effective creative and understanding the costs for all elements of the production process including the use of voice-over artists, clearance, and distribution are key to ensuring there are no hidden costs which go unconsidered at the planning stage.

Think video, not just TV, and consider all available platforms

Consider all available video platforms, including sponsorship bumpers, Broadcaster VOD, CTV, social media, and online video channels such as TikTok, Facebook, and Instagram when producing creative assets and planning a TV and video media strategy. Different messaging, creative lengths, and use of audio are all key considerations and solutions will differ by media channel. Therefore planning and communication from the start between the media agency and production agency is key to ensuring synergy and fit between creative and media.

Use data providers to help define your target audience and key geographic regions

Identify your target audience and key geographic regions to optimize targeting and improve campaign ROI. CTV and BVOD allow for sophisticated targeting down to the household level. Utilise first- and third-party data to help inform targeting on streaming platforms will help shape the targeting of traditional TV channels.

Understand key sales periods and align investment into lower-cost months

Seasonal costs on TV, particularly linear TV, vary significantly, with lower costs in the winter and summer months. Key sporting events, such as the Euro 2024, also impact costs, therefore strategic planning across the full year can yield cost savings and improved ROI.

Understand media costs, and explore incentives with media owners for first-time advertisers

Gain insight into TV costs and how they compare across channels, platforms, and media types is key to cost-effective planning and will aid negotiations with media owners. Additionally, explore both media and creative incentives with the broadcasters for first-time or lapsed TV advertisers.

An integrated video strategy encompassing all available platforms is key to achieving both your business and communication objectives.

Adopting a silo approach to planning and creative execution will often lead to disappointing results and a perception that TV and video advertising is not a profitable investment for your business.

If you are considering taking that leap into TV, please get in touch and we can help you plan, activate, and deliver an effective strategy to drive your business forward to the next stage of growth.

Any questions for us? We'd love to chat!