Today, we’re looking at the Level 3/Defined category. Advertisers in this level frequently leverage performance analytics to dynamically manage TV, and tie campaign performance directly to the bottom line.
Level 3 Attributes
- Measure and optimize TV like digital: These brands manage TV in ways that are very similar to digital channels. Not only do they apply learnings to future campaigns, but they make in-flight optimizations to on-air campaigns too (when buys allow).
- Regularly test creatives: Level 3 advertisers treat TV creatives as dynamic optimization opportunities. They continuously test TV spots, making regular rotations and small, subtle changes to ensure optimal performance and to identify wear/decay.
- Use predictive analytics for buying: Level 3 brands take the “guesswork” out of TV buying with predictive analytics. Using historical data, they generate buy recommendations that will result in the best response. By understanding the anticipated impact of buys, they better ensure the efficiency of TV budgets.
- Tie TV to business outcomes: With real-time insights, it’s easy to tie TV to response, but Level 3 advertisers also quantify the ROI of campaigns. Using brand-specific, performance-based KPIs, they connect TV spend directly to business results by campaign.
Get to the Next Level
If you found yourself at Level 3, congrats, you’re higher up on the maturity model than most advertisers! Here are some steps to get to Level 4:
- Use TV for targeting (beyond age and gender): Leverage rich behavioral and demographic data to identify the audiences that respond to TV ads. Then use that information to optimize spend for those specific targets.
- Make TV and search work together: Online and offline channels impact and interact with each other throughout the customer journey. There’s no better example of this than with TV and search. By syncing spots with paid search, take advantage of the high-interest moments after ads air to capture TV-driven traffic.
- Understand TV’s total impact: The longer-term impact of a campaign can be up to five times higher than the initial effect. You’re a pro at measuring and optimizing TV’s short-term effect. Now you can do the same for TV’s longer-term impact – the weeks and months after spots air.
After the New Year, we’ll explore Level 4, and how those advertisers use TV for refined targeting, make it work with digital and optimize its total impact.