The agency began using TVSquared’s ADvantage platform, which provides measurement and optimization for easily actionable data and insight to help response-driven advertisers maximize the efficiency and ROI of TV spend.
Additionally, most TV advertisers start their TV campaigns with a broad channel selection based on customer-audience data. Buying by audience is part of the picture, but the speed and ability to optimize based on response performance is critical. This is where TVSquared also proved useful.
Leasa Doran, a trading executive at Republic of Media, said, It’s a data-driven approach. We look for hotspots in terms of things that are working well and not so well, and sometimes we find channels or programs that drive responses but don’t lead to a conversion. Working with What’s My Claim Worth, a specialist firm of personal injury no-win, no-fee solicitors, we found that the Jeremy Kyle Show drove a lot of web responses, but conversions were lower than expected.