While Natalie explained how TV is effective for digital-native brands looking for “extended reach or an unduplicated audience,” TV can now be measured and optimized in real time, like the digital campaigns they are accustomed to. Testing creatives is also imperative for guaranteeing the most effective results possible:
“You want to make sure you’re testing different creative unit lengths … You want to make sure you’re testing different formats, [such as] spokesperson vs. testimonial, testimonial vs. problem/solution. I’ve seen the difference in creative performance of up to 35%. We all know that can make or break a campaign, especially for somebody just entering the marketplace.”
Working with TVSquared has been integral to how TCA is able to support its clients’ campaigns on a daily basis.
“We work with our TV partners, such as TVSquared, to give [advertisers] the attribution and the control and the clarity that they’re looking for … We are working every single day getting pre-logs, and then the day following post logs, uploading those into TVSquared and reporting back on KPIs.”
Check out Natalie’s full interview below: