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Once a TV campaign is finished is it important that an advertiser evaluates the campaign from both a delivery and business results point of view.
To judge the success of a campaign you will first have to determine the control against which you are comparing. You may want to look at the natural delivery. This is how the delivery across all campaigns has fallen across the period you were active.
Alternatively, you may wish to create your own pool of advertisers / competitors. This may be advertisers who were air the same time as you with a similar target audience of historical campaigns from your direct competitor set.
TV campaigns come in many different shapes and sizes and the quality of a campaign’s delivery can vary too. There are several different elements that can be evaluated in order to determine the quality of a TV campaigns delivery.
1. The 3 traditional quality parameters:
2. Access to top shows – You may want to investigate the top shows for your audience during the period you were on air and how much access you had to those shows.
3. Audience conversion – Looking at your trading audience you can see how well this has converted to your target audience, has this performed above the natural delivery of the channels, is there a way you can optimise to make your budgets work harder in the future.
It is worth noting that the above is only a guide and will not be the case for all advertisers. For example, whilst centre breaks are deemed to be more valuable, that value is as a result of the higher engagement; high levels of engagement in turn means viewers are less likely to act upon the messaging they see. So, if the advertiser’s KPI is to drive some form of immediate response, they may wish to focus their airtime delivery into end breaks.
There are several different ways you can monitor the effect of your TV advertising. Some are simplistic and can be done for little or no investment, while others will require 3rd party companies or tools to evaluate your campaign in more detail, and this will often come with some cost attached.
It is important to decide early on how much evaluation and accountability you want from your TV results. It is possible to granulate down to a very detailed level, but this often comes with a cost attached and there are pitfalls with using this information to over-optimise your TV schedule. If a spot in Countdown on a Tuesday early afternoon generates an uplift, this should not be used as an indication that Countdown or Tuesdays or early afternoons are key for success. Any optimisation requires in depth analysis to inform decisions. Always remember – TV has the ability to drive immediate results and does so to great effect, but this only tells part of the story. A large proportion of TV’s effect will be felt in the long term.
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