Real-World View: TV Campaign Effectiveness

30 November 2017 • tvsquared

We often tout the fact that TVSquared’s clients improve the effectiveness of TV campaigns between 20-80% – there are even cases as high as 200%! But what does this look like in the real world?

When we say “effectiveness,” we mean TV-driven response. That type of response is unique to each client (read more about brand-specific KPIs here). It could mean spots driving app downloads or site traffic for one, or a campaign leading to increased online sales for another.

While the end goal is unique to each client, the means of getting there is the same: through measuring and optimizing TV. Here are a few examples of what improving TV effectiveness looks like for brands:

Fracture, a provider of glass-printed photos, was new to TV. While it knew TV worked, it wanted to measure just how much. After partnering with TVSquared, Fracture was able to quantify TV-driven response and identify the high- and low-performing aspects of buys. The team then used those insights to make more impactful buys. Today, Fracture experiences “unprecedented TV-driven site traffic” at a lower cost. In fact, even though it increased TV spend by 300%, it decreased cost per response (CPR) by 50%.

Readly, a digital magazine subscriber, had its first experience with TV in an airtime-for-equity deal with a large UK network. To ensure its TV debut was a success, it measured and optimized spots with TVSquared. In six months, Readly tripled its subscriber base (a growth of +201% YoY), increased magazine openings by 84% and delivered 7 million digital issues.

LendingTree, the loan and credit provider, wanted a deeper understanding of TV’s business impact – insight beyond just site visits. It worked with TVSquared to uncover what networks, creatives and dayparts were driving the most conversions and revenue. Using those insights to optimize campaigns, LendingTree has seen significant improvements in cost-per-visit (CPV) rates and increased return on ad spend (ROAS).

You can read more about these case studies via the links above. And check out TVSquared’s entire case study library here for more examples of improved TV effectiveness.