‘18 Trend Series: The Final 3 - KPIs, Mini Ads & Auto Planning
01 February 2018 • tvsquared
Jayne Fairchild,
UK Marketing Manager

We’ve come to the end of our 2018 TV Ad Trends series. Since the last three topics have been covered fairly extensively on our blog recently, here’s a recap:

The Rise of Mini Ads

With the introduction of six-second ads, the TV industry has found another avenue for increased viewability, engagement and revenue. These “mini ads” are long enough to make an impression, but short enough to prevent viewer avoidance. The implications are huge, especially for live-event advertising.

In theory, these ads can move in and out of programming without disrupting the content like traditional ad breaks. Viewers, already engaged, do not have time to leave the room or even skip them. The potential to reach a very large, engaged audience is there. And, for networks, it’s more inventory and, ultimately, revenue.

Read more about our take on mini ads here.

New KPIs for TV

Gone are the days when advertisers used reach and frequency metrics alone to measure TV’s success. Today, advertisers are relying on brand-specific, performance-based KPIs.

The touch of a smartphone is all it takes for a consumer to respond. There is no interruption, and responses can be directly connected to the content generating them. TV advertising, once used primarily for brand awareness or consideration, is now driving people directly into the customer journey via digital (search, site traffic, app activity, etc.).

It’s all about using data-backed metrics that link TV campaign performance to business impact. So, what are these metrics? Well, they are unique to every brand. But you can learn more about finding the right TV metrics for your brand here.

Automated Media Planning

Traditional, robust TV media plans are resource-intensive and take weeks to prepare. They are also based on very narrow demographic ranges, implying that all members of target audiences are the same. The result is a well-researched plan, but one that is completely based on ratings vs. real-world response.

But this is changing. The availability of first- and third-party data is enabling planners to leverage AI and machine-learning technologies to significantly overhaul the TV planning process for the better. Planners can not only create multiple plans in minutes, but they can also go one layer deeper into the data to show how plans will actually perform.

Check out more about this topic in a post from Aktar Somalya, our director of product management.

 

To learn about all of the biggest trends impacting TV advertising this year, download our ebook. It’s a good read!