TV is a highly effective marketing channel, but it’s also an investment in both time and money. But if done correctly, the return will outweigh the cost. Whether you’re a new-to-TV advertiser or your brand is about to embark on a new campaign, here are five tips to set you up for success:
- Know Your Goal
Seems simple enough, right? But this is one of the most common mistakes among TV advertisers. You need to define exactly what you want to accomplish with the campaign. Is your goal longer-term brand building? To drive immediate sales via your website? Promote app activity? Increase in-store traffic? Understanding what you want to accomplish with TV sets the stage for everything else within the campaign’s lifecycle.
- Think Critically about Creatives
Obviously, the creative is a crucial component of a TV campaign, but here are some things to consider:
- Be strategic about the call-to-action (CTA), as it should reflect your end goal. For example, if you’re looking to drive viewers to your website, make sure the address is front-and-center.
- It’s the age of active-participation viewing – when interested, we immediately engage with the swipe of a smartphone. The creative should complement your brand messaging and look-and-feel across devices and assets.
- Don’t put all your eggs in one basket! Test variations of the same creative. Even the smallest changes can cause huge swings in performance.
- Sync with Search
TV has become a primary driver of search, and having the top search position immediately after your spot runs gives is critical. To make the power of your TV campaign extend beyond the airing, sync your TV spots with your paid search. Bid for the top spots in the minutes after your ad airs to capture TV-driven, high-interest moments. (Not to mention, it ensures efficiency of search spend too.)
- Don’t Underestimate Response
I cannot stress this enough: do not underestimate the response you’ll get from TV. If your ad is driving people to your site, are the proper back-end tools in place to ensure it won’t crash? If the CTA is an 800-number, are there enough lines and support staff to accommodate the influx? You’re not going to see a blip in response after your ads; in all likelihood, you’re going to experience major spikes.
- Measure, Optimize, Repeat
Linear TV can be measured and optimized just like digital. Don’t rely on weeks’ old ratings data to gauge campaign performance. Knowing how your spots performed minutes after they air is not only possible, it’s vital for success. Analytics tools provide same-day insights that show you the aspects of TV buys that are performing and those that aren’t. These technologies can tell you – by day, daypart, genre, program, network, audience and creative – what is driving the strongest response.
But don’t stop at measurement! Use those insights to optimize future campaigns (and, depending on the flexibility of your buy, on-air spots too). With every spot, you have the data to make more informed planning and buying decisions for the next time.
To learn more about how brands and agencies optimize TV campaigns, check out TVSquared’s Resource Center. You’ll find a library of helpful content, including success stories, ebooks, white papers, checklists and more.