When embarking on a TV campaign for the first time, there are two ways to proceed-you can choose an agency partner to work with or certainly can do it yourself and deal directly with the broadcasters.
- An agency partner will provide in depth knowledge of how TV planning and buying works and the most effective ways of reaching your target audience, alongside access to TAM data (TV viewing measurement) and systems to analyse the data e.g. best converting programmes for your target audience. Agencies will also have long standing working relationships with the broadcasters and expertise at negotiating deals and will have an understanding of what each broadcaster can offer that might benefit your brand
Advertisers can choose a media agency to plan and buy their media and a creative agency to produce the ads, and there are also agencies that do both of these things. IAPI (Institute of Advertising Practitioners in Ireland) publishes a list of its member agencies at https://iapi.ie/members and can be contacted for advice about finding an agency.
- If you do decide to deal directly with the broadcasters, you will find dedicated people who can help you through the process. These people are geared up to help new TV advertisers every step of the way, from coming up with an initial brief through to booking the spots for you. You can find details of who to speak to here.